Fanclub Account Director and all-round creative expert, Emily Barners, lays out some of her top tips on how to inspire and foster creativity in the workplace.
Whilst it’s easy to recall all-singing, all-dancing campaigns when asked about creativity in PR- Thames-floating, shock-inducing, tear-shedding ideas- creativity runs much deeper than that. It’s the foundation for progress and innovation- from pitching to ways of working.
Great PR has to have creativity at the core. Not only because it is a prerequisite to effective communication, but because PR is stepping up as a competitor to its siblings; marketing and ad giants have positioned ‘creative’ as their beating heart since their inception, and PR needs to do the same. And no, you don’t need a Creative Director to set that benchmark in your team (although it does help).
Creativity unlocks an agile advantage because it demonstrates an understanding that innovation is fundamental to keeping up with how audiences and people change. In this sense, any agency worth its salt needs to foster an entire culture that inspires and supports creativity, in all its forms. That means acknowledging that not everyone’s creativity is nurtured and brought out in the same way- and investing in accommodating this.
What might help, are the following tried-and-tested tips for what we have found to make the biggest difference.
1.Start with a diverse team
Bringing a rich tapestry of experience, identity and talent together is absolutely your most powerful creative asset, and competitive advantage. The best ideas are informed not just by a rich set of data, but by diverse minds.
Diversity has long been an issue in PR and the wider creative industries, and the agencies will only fall short of the best work because of it.
This needs to continue beyond recruitment and into process. At Fanclub, we have a flat structure when it comes to creative ideation for campaigns. Everyone gets involved, together- from interns to directors.
People need to have autonomy of their own workspace, schedule and way of working to accommodate the true definition of ‘creative thinking’: how people approach problems with solutions. This can depend on so many things, beyond personality and skill.
Allow flexibility with working hours, where people work and their own day-to-day process.
Don’t just allow flexibility, but support it. This can also make all the difference to retaining great creative talent- a lack of practical support to help balance work and family life, for example, can mean losing them.
3. Brainstorming: consider time and space
Our MD, Adrian, always says that his best ideas come to him in the shower. Each to their own, truly. Mine usually strike me a few hours deep on Reddit (I like to think of it as ethnographic research…).
The point is that ideas are not always born inside the confines of a meeting room, in a pressured, time-constrained brainstorm. Plus, not everyone feels comfortable shouting out ideas. Let your team stew, think, ponder and be struck by inspiration outside of the office.
For campaigns, you might not always be blessed with a decent response time (but that’s for another blog post), but encouraging people to take a walk, sleep on things and contribute in their own time and using their own format will lead to stronger ideation.
4. Always-on creativity and a culture of proactivity
Don’t just ask for or rely on creativity once you have a problem or a brief. Encourage an always-on approach to ideas-sharing and creative inspiration.
At Fanclub, we hold a weekly Open Practice Brainstorm for the entire agency, in which we develop a brief for an existing client or prospective one, and develop ideas in pairs over the week. Not only does this mean we mix up collaboration across the team, but we’ve got a stream of creative sessions and ideas at any given time.
We also have Slack channels dedicated to sharing creative case studies and thought leadership, as well as a weekly forum to discuss them.
5. Moving away from the pressure of big ideas
Thinking creatively is not just about huge, integrated campaign ideas. Smart creativity is being proactive with smaller ideas, and not just for smaller campaigns; reactive opportunities, strategic copy, byline ideas, and suggestions for better ways of working are all great ways of demonstrating a creative mindset.
Fostering proactivity like this, for clients and the agency team, showcases the impact of always-on creative thinking and the power of creative solution.
6. Support self-identifying ‘non-creatives’
Everyone has met someone who says that they’re just ‘not very creative’. More often than not, this comes from people believing that to be creative means to strive to be a Creative Director, or simply an issue of confidence. But, as we know, everyone has the capacity for creative thinking in their role. And whilst some might think it can’t be taught, they’re wrong- it’s about exercising those muscles more and more.
Those who lack confidence can often end up sabotaging their potential. It’s up to managers to help them explore what it means to be creative, and help empower them with confidence to share ideas and platform their day-to-day creativity.