In 2017, PR teams are more comfortable than they have ever been in creating the big ideas and building creative structures that make them leaders in the marketing mix, but many still lag behind creative, media and ad agencies.

This does not have to be the case. As this white paper shows, while there are challenges that still lie ahead for the industry, there has been a growth in clients that consider using PR firms as lead creative agencies and, as a result, many more PR teams are building creative capabilities within their services.

The many voices in this white paper, from PRCA’s Francis Ingham to H+K  Strategy’s Simon Shaw, have acknowledged this shift and think it’s here to stay. As D&AD Awards organisers of the PR programme have said: “Successful campaigns are no longer just crafted in the confines of creative agencies; creativity can no longer be pigeonholed in this way.”

It is why now, more than ever, PR teams should have the confidence in owning the creative idea. And with awards season coming up and creativity heavily on the mind of PR teams for 2017, here are Gorkana’s three steps to
owning the creative idea in PR…

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