Creativity In Public Relations & Why It’s Important

AN APPEAL TO THE DIVISION OF COMMUNICATION FACULTY

IN THE SCHOOL OF FINE ARTS AND COMMUNICATION

— AT BIOLA UNIVERSITY

GENRE PIECE 2

L CONOVER - ENG 313

Modern Communication

  • The Current Dilemma

    The disciplines of Public Relations is incredibly important and that is why at Biola, we must complete 38 units to meet the PR requirement for diploma.

    Within those skillsets learned, there isn’t really any focused on learning graphic design, typography, videography or video editing, or generally any visual design at all.

    I am appealing to the Communications Faculty for Public Relations to reconsider this so that a PR Student can get the most out of this very important and engaging field.

    An article in Quora (website) titled, “What Do PR Practitioners Need to Know about Graphic Design?” discusses how PR Practioners need to have a basic understanding of Graphic Design because of the impact it gives to their strategy. The Quora response to the above question (from a ChatGPT Bot) includes knowing color theory, typography, composition, layout, and all of the basic technical aspects that go into visual design.

  • Changing The Game

    When we think of Public Relations, we don’t often think of the word “Creative” but rather “communicative” or “Strategic.”

    But PR has evolved to not only benefit from but require a basic knowledge of creative and visual design so that the PR professional can have a gamut of skills to take their PR Strategies to the next level and ahead of the curve.

    PR Pros:

    • generally stick to written or vocal communication with their stakeholders and their publics

    • Must rely on outsourcing the visual design aspect of their communications

    Change It Up:

    • By learning at least the basics of a variety of creative design, PR pros can provide their voice in both written and visual form, for the benefit of the organization and its publics.

  • Having A Design Skillset

    “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” - PRSA

    PRSA highlights being strategic when communication as a PR and when you have an arsenal in your tool belt, you can really be ahead of the game.

    A Bravo Group article discusses how a person who's undergraduate focus on PR was ultimately turned on its head because she also had a passion for the creative side.

    She ended up using the knowledge she gained with her PR degree to properly target the messaging their clients wanted with compelling graphic design elements. Her background in PR and her natural creative talent gives her a powerful and organic way to communicate the thought process of her clients into visual pieces within their PR strategy.

SAMPLES OF COMBINING PR STRATEGY + VISUAL DESIGN

Press Releases

Press Releases

Blogging

Blogging

Social Media

Social Media 

Bibliography
“Why Clients Often Undervalue Graphic Design (and How to Persuade Them Otherwise).” Creative Boom. Last modified February 6, 2023. https://www.creativeboom.com/tips/why-clients-undervalue-graphic-design-and-how-to-persuade-them-otherwise/.
This article speaks to the undervalued art of Graphic Design and how often clients don't see it's worth.
“TRUTH: Graphic Designers Are under-Appreciated.” Graphic Design Forum. Last modified June 6, 2018. https://www.graphicdesignforum.com/t/truth-graphic-designers-are-under-appreciated/2409.
This is a great web forum and this one linked particularly discusses why graphic design and designers aren't appreciated enough and how to change this way of thinking.
Bot, ChatGPT. “What Do PR Practitioners Need to Know about Graphic Design?” Quora, 2019, www.quora.com/What-do-PR-practitioners-need-to-know-about-graphic-design. Accessed 11 Nov. 2023.
PR Practioners need to have a basic understanding of Graphic Design because of the impact it gives to their strategy. The Quora response to the above question (from a ChatGPT Bot) includes knowing color theory, typography, composition, layout, and all of the basic technical aspects that go into visual design.
bravochat. “The Benefits of Graphic Design for a Public Relations Pro.” BravoVoice, 3 Oct. 2016, bravogroupvoice.wordpress.com/2016/10/03/the-benefits-of-graphic-design-for-a-public-relations-pro/. Accessed 11 Nov. 2023.
This article from Bravo Group discusses how a person who's undergraduate focus was on PR, but ultimately had a passion for more on the creative side, ended up using the knowledge she gained with her PR degree to properly target the messaging their clients wanted with compelling graphic design elements. Her background in PR and her natural creative talent gives her a powerful and organic way to communicate the thought process of her clients into visual pieces within their PR strategy.
Sharma, Gaurav. “5 Ways You Can Leverage Graphics to Boost Your PR Strategy.” Agility PR Solutions, 9 Mar. 2022, www.agilitypr.com/pr-news/public-relations/5-ways-you-can-leverage-graphics-to-boost-your-pr-strategy/#:~:text=If%20PR%20is%20all%20about. Accessed 11 Nov. 2023.
Guarav Sharma explains how graphics makes any PR strategy more effective because it can communicate better than text, contributes to online presence, and overall helps to build that trustworthy relationship between the organization and its public. 
“Creativity In Public Relations Presentation for PRSA Little Rock.” YouTube, YouTube, 19 Oct. 2023, https://www.youtube.com/watch?v=MgBVJ6ayiwA%C2%A0. Accessed 16 Nov. 2023.
Kyle Golding shares a 7 minute part of his 45 minute presentation at the Public Relations Society of America in Little Rock Arkansas, where he reminds the PR professionals in the audience the importance of being creative to have an effective marketing strategy. Whether in print, www, or social media, creatively conveying your message will garner more of the audience's attention.
Frank, Andrew. “Public Relations Planning and the Design Process.” Pressbooks.bccampus.ca, 2019, pressbooks.bccampus.ca/designandproductionforpr/chapter/public-relations-planning-and-design/#:~:text=At%20smaller%20organizations%2C%20PR%20and. Accessed 17 Nov. 2023.
This "open" textbook written and produced in 2020 by Andrew Frank, details the "jack of all trades" approach to include basic design and production skills that a PR professional or any other type of communications practitioner should have in their field. His main idea is not necessarily to master in any type of  design or creative skill, but general proficiency that will take a PR pro's communication to the next level.