How Will Creativity Impact PR in 2018
Hope&Glory co-founder Jo Carr has over 25 years experience in the PR industry, including a long stint at QBO, and has worked with clients including IKEA, Deliveroo, Airbnb and Barclays.
Here she discusses the tension between campaigns for good – which often clean up when it comes to awards – and commercial work, making a plea for PR practitioners to unleash their creativity.
Having just come out the other side of the awards season for 2017 – and having just about survived it – now seems as good a time as any to reflect on what the PR Industry this year has judged as a success. And what we might expect, or even hope, to see in creative terms in 2018.
It never fails to strike me that in PR we always seem to do our best work, as judged by our Industry, for either the not-for-profit or charitable sector. 2017 was no exception. Weber Shandwick’s innovative and very powerful “Brutal Cut” campaign for Action Aid rightly cleaned up this year as it raised awareness of female genital mutilation.
Last year, it was the turn of Engine and MHP with the very clever “Missing Type” campaign for NHS Blood and Transplant that deservedly got the plaudits.
We even got in on the act at Hope&Glory PR appearing on numerous awards shortlists for our very own “Garden of Light” campaign for terminal illness charity, Marie-Curie.
All brilliant causes. All deserving to be heard.
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