Learn how to spark a culture of innovation in your Public Relations strategy and keep your organization ahead of the curve.

The best way to get stakeholders onboard is to use examples of organizations who get it right — particularly competitors or or companies that have the allure yours wants. For example, many want to be viewed as a trendy tech company. So creating a deck that shows the ideal tech company’s tone, website, news placements, and more. Demonstrating how you can learn from their approach helps get others to think outside of the box.

What do you do if your organization lacks a culture of innovation in Public Relations?

Public Relations (PR) is a critical component of any successful organization, serving as the bridge between the company and the public. However, not every organization has a culture that fosters innovation in this vital area. If you find your organization lagging in this regard, it's crucial to address the issue head-on to remain competitive and relevant in today's fast-paced world.

1 Assess Status

Begin by conducting an honest assessment of your current PR practices. You need to identify areas where traditional methods prevail and understand the underlying reasons for resistance to change. This could involve soliciting feedback from team members, reviewing past campaigns for effectiveness, and comparing your strategies with industry standards. Recognizing the gaps is the first step towards cultivating a culture of innovation.

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2 Set Vision

Once the assessment is complete, articulate a clear vision that emphasizes the importance of innovation in PR. This vision should reflect the organization's broader goals and demonstrate how innovative PR practices can contribute to overall success. It's essential that this vision inspires and motivates your team, providing a north star for future PR initiatives.

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3 Empower Teams

Empowerment is key to fostering innovation. Encourage your PR team to take ownership of projects by providing them with the resources and freedom they need to experiment with new ideas. This can include training sessions, access to new tools, and creating a safe space where creativity is rewarded and failure is not penalized. When team members feel supported, they're more likely to take risks and innovate.

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Nneka N.

Communications Leader | Formerly Nike, META, ViacomCBS, KFF | Speaker, Moderator & Guest Lecturer | Board Member| Attorney
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Creativity sparks innovation, and it’s important to think beyond the obvious when sparking creative thinking within an organization. Instead of holding your brainstorm meetings in a boardroom, try going offsite to a museum or innovation lab. Also, invite outside voices into your organization to bring new perspectives. Tap a futurist or do a creativity activity together before opening up a conversation. Actively encouraging and supporting experimentation like these can lead to more innovative thinking and unlock the untapped potential of your employees.

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4 Implement Change

Implementing change requires a strategic approach. Start with small, manageable projects that can demonstrate the benefits of innovative practices. This will help build momentum and gain buy-in from stakeholders. Be prepared to adapt your strategies based on feedback and results, and ensure that there are processes in place to scale successful innovations across the organization.

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Daniel Roberts

Tech + Policy + Crisis | Comms Executive
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The best way to get stakeholders onboard is to use examples of organizations who get it right — particularly competitors or or companies that have the allure yours wants. For example, many want to be viewed as a trendy tech company. So creating a deck that shows the ideal tech company’s tone, website, news placements, and more. Demonstrating how you can learn from their approach helps get others to think outside of the box.

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5 Measure Impact

To sustain a culture of innovation, it's crucial to measure the impact of new PR initiatives. Establish metrics that will help you determine the effectiveness of your strategies, such as media coverage, audience engagement, and campaign reach. Regularly reviewing these metrics will not only show the value of innovation but also guide future efforts.

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6 Sustain Momentum

Finally, maintaining a culture of innovation is an ongoing process. Keep your team engaged by celebrating successes, learning from failures, and constantly looking for ways to improve. Encourage continuous learning and stay abreast of emerging trends in PR to ensure that your organization remains at the forefront of innovation.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your organization lacks a culture of innovation in Public Relations?

1

2

3

4

5

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1 Assess Status

2 Set Vision

3 Empower Teams

4 Implement Change

5 Measure Impact

6 Sustain Momentum

7 Here’s what else to consider

Public Relations

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What do you do if your organization lacks a culture of innovation in Public Relations?

1

2

3

4

5

6

7

1 Assess Status

2 Set Vision

3 Empower Teams

4 Implement Change

5 Measure Impact

6 Sustain Momentum

7 Here’s what else to consider

Public Relations

Rate this article

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