What is originality in consumer PR? Undetected plagiarism?
“Float a giant object down the Thames; have a celebrity change their name; 1,000 consumers say….” The PR industry too often relies on tried and tested routes to secure coverage for clients. PR may be one of the so-called ‘creative industries’, but often agencies apply a mathematical formula to client briefs. Agencies shout about generating original ‘brand fame’, but with ideas that have been used a thousand times before. If there is a fault with the PR industry lacking originality, where does it lie?
Should we blame creatives pitching the same idea time and again, or more likely other agencies inspired to pitch the same concept? In an industry that still relies on the decisions of others – journalists or consumers sharing content – to deliver success, people will always be tempted to revert to what is tried and tested.
An agency recently received extensive criticism from commentators (the usual talking heads and Twitteratti) in the PR industry for floating yet another large object down the Thames. Undoubtedly part of the criticism was due to the large budget attached to the project, or jealousy of the volume of coverage secured, while some will have genuinely felt the idea lacked originality.
Of course it lacked originality, but most importantly it delivered results and that is ultimately what we are judged upon. Whether the stunt delivers a sufficient ROI to justify the investment only the client will know, but as long as the same PR techniques work, people will keep repeating them. PR agencies will always need to rely on tried and tested routes to justify clients’ investment, but we also need to think differently and add an almighty dash of ingenuity.
The originality challenge is not just one for PRs – it is also one for clients.
When the budget holders are prepared to go out a limb and back new creative executions and on occasion be prepared to fail, we will have a more exciting industry and more fresh thinking. How often in PR do agencies win a pitch based on a fantastically creative idea, only to find once the contract is signed the only concepts ever approved use consumer omnibus? People love to think they are creative, what they struggle with is following through with championing an unproven idea.
If we want more original thinking in the PR industry agencies and clients need to be bold and prepared to fail. We have all encountered self-important creative PR directors (that really wish they worked for in advertising for Saatchi’s) whose job title should really be Chief Director of Plagiarism or Head Youtube Viewer. PRs need to engage journalists, influencers and consumers and show them new ideas. Rather than copying a successful PR stunt, agencies need to embrace the competitive instinct and come up with their own, even better, idea.
We need to stop looking at what worked before and start thinking about what hasn’t yet been tried.
Communications, Consumer PR, PR, PR agencies, PR campaigns, PR industry