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The PR industry has been part of dynamic evolution over time. There was a time when PR agency used to just disseminate news reporting. This was all that PR would do. But now with the robust market expansion, the best PR agency strives to accomplish a wide array of functionality.

Today, public relation is an instrumental tool driving the brand reputation. From posting tweets, creating hashtags, to booking television, directing vlogs – in short, PR has shouldered the responsibility of the entire branding of the client or organization.

This has helped in reaching out to millions of people via the internet. Therefore, the sudden boom of new media platforms has made content a central part of the process. Incidentally, creativity breathing life into the content, the best PR agency works toward mastering this zone.

There is a misconception among people that creativity in PR comes to action only when hitching wild PR stunts or gimmicks. But the core reality is that creativity is part of everyday work.

Coming up with fresh concepts continuously for bylines, unique story angles for pitching, generating outstanding campaign ideas for the clients – all require creativity. Pondering on innovative ideas, a PR agency can engage effectively with the target audience by creating a perfect pitch.

The Holmes Report based on the survey of PR executives across the world shows that 68% of the PR agency approached by the client is for big creative ideas as compared to the past scenario. Where the media today is flooded with continuous communications coming from various channels, a creative content stands out from the rest owing to its impressive storytelling.

The technological era in which we live today has opened doors to a wide range of information. Every second is a new information flashes, making the industry competitive than ever before. Thus, the solution to such a frenzy is to stand out from the bulk, and creativity is the tool to achieve this result.

Creativity imparts freshness to the already existing boring and static message making rounds in the market. This makes a difference as it has the potential to grab the attention of the audience by entertaining their interests.

A message which otherwise could go unnoticed makes a buzz in the market owing to the creative content. The creatively crafted message stands distinctive to create the desired impact.

Moreover, in approaching the audience, creativity aids in discretely presenting the company value. It has the potential to strike a conversation with the audience which is more effective than targeting the audience in the traditional style.

Public relations is all about the conversation. It acts as a medium between the client or the organization and their target groups communicating the message between them. Therefore, to shape the reputation of the brand before its audience, a creatively enthusiastic and engaging conversation is required.

It should be unique, full of unexpected but authentic points that are not missing out on the originality. This adds a fresh perspective to the conversation, captivating the audience by surprise.

It strikes a perfect combination of two sole purposes “what to say” and “how to say” which is the driving force of the PR industry.

Looking at these instances, it is clear that creativity brings authenticity to the content. The content sounds more reliable by taking leverage of creativity. Thus, the advantages of creativity are endless. It’s a distinctive mode of intercommunication giving rise to unexpected and unique campaign ideas and their execution. Though for the ones not belonging to the industry, it may come as a shock but creativity forms an important aspect of public relations. From event planning, writing, social media, designing to name a few of the services in PR, all require innovative thinking process.


Twenty7 Inc. is a creative communication PR Agency with 360-degree solutions for integrated brand building of the business/ clients. Deciphering the clients and their target audience, we devise customized innovative strategies that best suit the requirements of their business and fetches the desired result of establishing them as ingenious thought leaders in the sector. We at Twent7 Inc. have a very practical disposition and staunchly believe in adapting to the changing scenario of the market. Likewise, the narrative of the storytelling/ message is shaped to deliver exclusive results that stay relevant to the brand and also their audience.

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