Creativity and innovation: How highly prized is creativity and innovation in your area of specialisation? How is it defined?
Creativity and innovation are essential components that make up the fundamental being of an organisation. They allow access for individuals to express and expand on ideas that are vital for development in any business or company. As Creativity and innovation can be classified as two different elements however both work in a cohesive manner, it’s important to understand the value and purpose they have within a work place. Creativity can most commonly be defined as the thinking process that helps us generate ideas that we would not normally peruse in our day-to-day environment; It is the ability to turn imaginative ideas into a reality. Although similar in many aspects to creativity, innovation can be defined as the practicality of these ideas into action and thus providing the most effective outcome for the organisations objectives. This outlook of creativity and innovation can be interpreted in various ways: So based on my own experience and readings we have looked at throughout the semester I will aim to distinguish why these elements are so crucial within the work force of PR.
Based on my own experience, readings and material covered to date in the course, I will describe why the aspects of creativity and innovation are critical within the field of Public Relations.
During the semester we have been introduced to various readings which discussed the importance of changing behaviours and roles within the world of the media. Mark Deuze’s “The media logic of Media work” was a clear stand out, where he explained the core elements of how the development of technology within new media has changed the idea and structure of how creativity and innovation are encouraged and developed. He draws on the theory of mass media expansion and how all aspects are intertwined with each other (old/new media). He also highlights the increase in the reliance on media, and how it’s not just something we are exposed and working with; we are now constantly living in it. This reading illustrates the power and influence media has within our lives and how are lifestyles have been immersed in the media. “nowadays people are not just using media in a digital age; we are living in media”. “The media logic of media work” demonstrates just how dependent we have become on media in our lives; the influence and unavoidable presence it serves and new way of life we have to adjust to.
(http://www.academia.edu/709282/The_Media_Logic_Of_Media_Work )
This changing form of old/new media was something I experienced first hand upon starting my internship at Under one roof. Under one roof is a full serviced agency specializing in advertising, publishing PR and marketing; From my time in the office I was able to experience just how important the need for creativity and innovation is within a working environment. Having only interned previously at PR related agencies it was incredible to observe the change of pace and structure of roles within a diverse full serviced agency. I was able to gather quite quickly just how important it was to remain creative and productive within this environment. Media, clients and PR in general is prominently a creativity-based structure; to remain consistent and successful you always need to be thinking and be one step ahead of the game. This game ultimately being the media; the use of creativity within under one roof is a prime example of how the use of creativity and innovation within a full serviced agency plays such a crucial aspect in ensuring a successful outcome for there client. Without fresh, new ideas to expand on the more reason a client will choose to invest in some one else. With growing trends such as social media ( e.g. various platforms — instagram, twitter etc) the need to stay creative is fundamental for a organisation’s future growth. This viewpoint of productive creativity within a workplace was also highlighted in Andy Greens “Creativity in Public relations” .
(http://www.rmit.eblib.com.au.ezproxy.lib.rmit.edu.au/patron/FullRecord.aspx?p=480542 ) The need for understanding creativity and innovation within a workplace was a prime topic of the reading. Evaluating the importance and appropriate outlet to utilise creativity was fundamental for any PR agency to learn to ensure the maximised growth could be achieved. This idea was also discussed in conjunction to another reading that was examined over the semester; “Key concepts in creative industries “
As this discusses not only the value creativity input has had in growth of organisations but also the fundamental purpose it now serves. Covering all aspects of the spectrum ‘Key Concepts in creative industries’ also touches on a key point that has allowed creativity to become the outlet it is today. By ensuring creativity is accessed and open to all individuals the potential and productivity options are endless. Maximising the growth and development of social and economical factors, by allowing individuals to have the platform to engage in this concept. “ The idea here is that consumer’s role in generating content and value is no longer merely a peripheral activity, something that just hard- core fans do but is increasingly fundamental to the creative industry”
This value of creativity within PR become evident since starting my internship late last year, the concept to me of what people’s roles were in such a high paced environment and the definition of these roles was extremely fascinating. As I started to become familiar with everyone’s position within the agency, I soon understood and could converse with what everyone was actually doing. It came by surprise however when I learnt about how quickly these roles could change. This change in dynamics illustrated a key point of what was also highlighted in Mark deuze’s the “ Media logic of Media work”.
(http://www.academia.edu/709282/The_Media_Logic_Of_Media_Work)
The culture of constant reshuffling and adapting amongst processes and procedures within everyday working life was a crucial point that I noticed within this working environment. The mentality of how somebody’s role can be changed and completely redesigned due to the introduction of new technologies was incredible. I not only noticed this change from my employers’ perspectives but also on my own accord as well. Having started my internship in late November my role within the office remained undefinable; I was undertaking different tasks each week in addition to working on various clients’ that every task I did complete had rarely any connection to each other. Having proved exactly what was mentioned in the media logic reading.
In summary; Creativity and innovation has been perceived as a nonessential element of any growing organisation. There worth has been subjective in many industries as outlets that provide expression but not necessary any outlet for productivity. However as exemplified through my own personal experience and associated readings this is not the case. Creativity and innovation have been the source behind the growth in mass media production we are now living in; they are the basis in which our imaginative ideas are turned into every day realities. Without their existence and developing nature in which we have expanded on today, the world of PR and more importantly the world of media would simply not exist.