PR is 100% creativity and 200% hard work

Public relations is often thought of as a creative field, where clever ideas and witty messaging are the keys to success. And it's true that creativity is essential in PR - thinking of unique story angles, crafting compelling content, innovative engagements, etc. all require a creative spark. However, PR also entails a lot of hard work.

In fact, I would argue that PR is 100% creativity and 200% hard work.         

Interestingly, there's a new trend where people dislike being referred to as hardworking. They prefer to be associated with attributes like creative, innovative, or visionary. While these are admirable qualities, I believe it's essential to recognise that true creativity and innovation are often built on a foundation of hard work. While creativity is often celebrated, I have observed that the relentless behind the scenes hard work is sometimes underestimated or not celebrated. Let me explain why this combination is crucial and how it shapes success in the landscape of PR.

• The Creativity Behind PR: Effective PR campaigns don't just happen by accident. They require endless hours of research and strategic thinking to identify the right key messages, and channels to reach the desired target audience. Creativity comes into play in making those messages stand out in a crowded media landscape.

A PR professional has to be able to think outside the box to generate newsworthy story ideas that will pique a journalist's interest. They need to be able to craft content that is informative yet engaging, whether it's a press release, a bylined article, or a social media post.

For instance, we recently won a Silver PR Lion at Cannes for Coke Studio Bharat’s Sing to Remember campaign in the Single Market Category. This victory was all about creative vision. Different creative elements were applied to ensure each song release stood out. Moment marketing played a huge part in it. One such song, Khalasi, beautifully integrated traditional Gujarati folk elements with hook-step-worthy beats to appeal to a diverse audience. This song not only entertained but also served as a cultural statement. 

• The Hard Work Behind PR: But all that creativity is just the starting point. Executing a PR campaign requires countless hours of hard work from conducting research and analysis to developing detailed plans for execution. , PR pros put in the hours to ensure a campaign runs smoothly.

Outreach is a huge part of the job. In the integrated landscape of PR, it includes man hours spent in pitching stories to media, connecting with influencers, and tapping multiple channels to engage with the target audience. It's certainly not glamorous work, but it's essential in getting results.

For example, a product was priced incorrectly due to a technical glitch on an e-commerce marketplace. The issue became a hot topic, with coverage across the web. In this case, I didn't need creative vision as much as diligent effort to get the media to take a point of view from the company to present a balanced narrative. This required meticulous outreach and persistence to counter the prospect of negative exposures.

And PR professionals have to be able to multitask and juggle multiple projects at once, all while meeting tight deadlines. It's a fast-paced, high-pressure environment that demands focus, determination and a strong work ethic.

• The Perfect Combination: So, while creativity is the spark that ignites a great PR campaign, hard work is what keeps it going and ensures it delivers results. The most successful PR pros are those who can blend creativity and hard work seamlessly. They table fresh ideas, but they also have the discipline and drive to execute those ideas flawlessly. They are strategic thinkers and tactical doers. They are creative problem-solvers who are always ready to roll up their sleeves and put in the hard work.

It's a unique combination of skills that not everyone possesses. But for those of us who do, PR is the perfect career. We get to flex our creative muscles every day, while also taking pride in the hard work that goes into making those ideas turn to reality.