The biggest barriers to creativity in comms and public relations (and how to overcome them!)

Creativity is often associated with artistic ability, but in the world of PR and communications, it’s more about mindset and collaboration. It’s about thinking differently, solving problems in innovative ways, and embracing fresh perspectives. So… what are the barriers to creativity in PR, and how can we overcome them? Here are some of the biggest tips, according to Kirsty Visman and Mel Loy, on getting ahead of the game.

Get collaborating

For many professionals in PR, creativity isn’t a solo exercise—it thrives in collaboration. When faced with a challenge, bringing a team together for brainstorming sessions can unlock fresh, innovative ideas. Sometimes, the best solutions emerge from bouncing ideas off one another, refining concepts, and exploring unconventional approaches.

One of the biggest mistakes is to approach PR with a rigid, formulaic mindset—simply rolling out the same strategy for different clients. The key to true creativity lies in breaking that cycle and customising approaches based on the unique needs of each project.

Overcoming the biggest creativity barriers

1. Budget and time constraints

Budget and tight deadlines are often cited as creativity killers, but in many cases, they can be the catalyst for innovative thinking. When resources are limited, it forces PR professionals to think outside the box. 

2. Risk aversion

Many organisations shy away from creative risk, preferring tried-and-tested approaches. However, bold and unconventional campaigns are often the ones that make a lasting impact. A great way to get around this is by presenting clients with tiered options—ranging from a safe, traditional approach to a more adventurous strategy—helping them understand the potential impact of stepping outside their comfort zone.

3. A changing media landscape

Gone are the days when PR was limited to traditional media. Today, digital platforms, social media influencers, and podcasts provide diverse ways to engage audiences. Content creators with niche followings can have a bigger impact than mainstream news outlets, offering an opportunity to target highly engaged audiences.

Keep your campaigns fresh and relevant

To stay ahead in comms and PR, we need to adapt strategies to align with trends and audience interests. Some tactics include:

• Leveraging trends: Tapping into viral trends or cultural moments can amplify a campaign’s reach.

• Personalised storytelling: Customising pitches to specific media outlets rather than relying on mass-distributed press releases, and ensuring your content is relevant to your audience when creating comms.

• Immersive experiences: Finding creative ways to engage audiences beyond traditional advertising, such as interactive social media campaigns or experiential events.

Stay adaptable

The PR industry, and even the comms industry, is evolving, and adaptability is more critical than ever. Rather than applying a one-size-fits-all approach, successful campaigns require an in-depth understanding of the audience, a willingness to experiment, and collaboration with external voices for fresh perspectives.

In a noisy, fast-paced world, creativity is what helps brands stand out and keeps content at the front of mind for your audience. Making space for collaboration, staying open to new ideas, and embracing the unexpected are the keys to remaining relevant.