Creativity Has Its Place

Working with a marketing, PR and design firm should be fun. Your communication team should bring lots of expertise and plenty of fresh ideas. But creativity has its place. Creativity must be part of an overall campaign with your long-term interests at heart.

Making a splash with a bit of media coverage is great. But publicity is only one tactic and often focuses on short-term gains. Media relations should be one tool in the toolkit of your firm.

Having a beautiful brochure is terrific. But a good firm will ask good questions and work to understand your target audience to determine if it's the best method to reach your objectives. Creating a brochure for the sake of having one is a couple of thousand dollars ill-spent.

The key is to balance short-term "splashes" with long-term results. Give your communication team enough time (and enough budget) to do both and the results will be measurable.

- Kelli