PR: The Thrill of a Good Idea
Whatever industry they work in, the most creative and successful PR professionals all have one thing in common: they know how to come up with a good idea. Whether you work in-house for a brand or agency-side for multiple clients, the ability to pitch original and engaging concepts is crucial to your success.
The thrill of a good idea is difficult to describe, but if you work in PR, you'll know exactly what I mean. It's that feeling you get when you're brainstorming with your team and someone suggests something that just clicks. Suddenly, everyone in the room is nodding and building on the idea, and you can feel the excitement building.
Of course, not every idea that seems great in the moment is going to pan out - that's just the nature of the industry. But when you do land on something that works, it's incredibly rewarding. There's no feeling quite like the satisfaction of seeing your idea executed successfully, whether that means securing great media coverage, increasing social media engagement, or generating a boost in sales.
So what is it that makes a good idea, and how do you come up with one? Let's take a closer look.
The elements of a successful idea
First and foremost, a good PR idea needs to be relevant to your client or brand. It should tie in with their values, their products or services, or their overall message. If you work for a vegan food company, for example, a campaign centered around a new bacon burger probably isn't going to fly. But a plant-based mayo that's just as creamy as traditional mayo? That could be a winner.
Similarly, a good PR idea needs to be timely and newsworthy. Is there a national holiday or event coming up that your brand can tie into? Is there a current news story or trend that relates to what you're promoting? If you're trying to get media coverage, you need to give journalists a reason to want to write about your idea.
Another key element of a successful idea is creativity. You don't want to just repeat what's been done a hundred times before - you want to come up with something fresh and original. This might mean thinking outside the box, taking a risk, or combining two seemingly unrelated concepts. Whatever it takes to make your idea stand out.
Finally, a good PR idea needs to be achievable. Will you be able to execute it within your budget and timeframe? Do you have the resources, whether that's staff, equipment, or connections, to make it happen? Be realistic about what you can accomplish, but don't be afraid to push yourself (or your team) a little bit.
Where do good ideas come from?
If you're reading this article and thinking, "I don't know how to come up with good ideas!" - don't worry. Everyone struggles with creativity from time to time. But there are plenty of strategies you can use to get your creative juices flowing.
One great way to generate ideas is to involve other people in the process. Get your team together for a brainstorming session, and encourage everyone to contribute. Sometimes, the most unlikely person will come up with the winning idea. If you don't have a team, consider collaborating with another department within your organization, or even reaching out to industry peers for a virtual brainstorming session.
You can also look to outside sources for inspiration. Keep up with industry news and trends, read blogs and social media posts from thought leaders, and attend conferences and events. You never know what might spark an idea.
And finally, try to give yourself space and time to think. We all have our own creative processes, but for many people, ideas come when they're not actively trying to think of them. Take a walk, listen to music, or do some other activity that allows your mind to wander. You might be surprised by what ideas pop into your head.
In conclusion: the thrill of a good idea
Coming up with a good PR idea isn't always easy, but when you do, it's incredibly satisfying. Whether you're trying to build brand awareness, drive traffic to a website, or promote a new product, a well-executed idea can make all the difference.
To create successful ideas, you need to be relevant, timely, creative, and achievable. And to generate those ideas, you need to involve others, seek inspiration from outside sources, and give yourself space to think.
So the next time you're staring at a blank page or feeling stuck in a rut, remember: the thrill of a good idea is waiting for you. With a little creativity and persistence, you'll get there.