Creativity for a new world
After presenting at Mumbrella CommsCon on Thursday, Poem founder Rob Lowe recaps his session on why comms experts need to stop thinking about how to earn media coverage, and start thinking about how to earn consumer attention first, through creativity.
Not many of us are willing to admit it, but PR and advertising are going through a mid-life crisis.
We’re failing to keep up to speed with how society is changing and are therefore finding it increasingly hard to build a cost effective bridge between brands and consumers.
15 years ago people were reliant on traditional media to stay connected to the world and therefore couldn’t ignore it, so it made sense for PR to ‘earn’ media advertising to ‘pay’ for it.
