Creativity is key
3rd Mar 2011
"This week, with Libya dominating the news it has been harder than usual for communications professionals to ensure broadcast news coverage for their clients.
Having broadcast coverage cancelled at the last minute is something that all of us working with the media are very used to, however as international crises continue and the news becomes ever focused on them, communications professionals are presented with a more complex challenge.
One of the main skills of corporate communications professionals is to present their client’s agenda in the most interesting and topical way possible. With international developments (understandably) dominating the broadcast news coverage, reminding news editors of domestic concerns becomes much harder.
The old tricks of trade are no longer enough. The communications industry need to demonstrate more creativity than they have been to date. To deliver effective news coverage, those working in communications must be more innovative than ever. Professionals need to demonstrate that they are up to the challenge."