New content formats ≠ creativity

May 8, 2013

Scores of PA professionals are creative now, it appears, given that they film talking heads or ask a designer to decipher some data and represent it in visual format.

There’s a discrepancy between creativity and publishing in content formats that traditional audiences aren’t accustomed to, however.

By all means, experiment with new content formats, but creativity doesn’t lie in format, but rather, in developing a smart, relevant, snappy, memorable, thought-provoking and possibly funny (depending on the subject matter) creative concept. If it’s good, it can be translated into whatever format you want, whether in written, spoken or visual form.

In short, the creative process is not deciding on a content format, but rather, developing a creative concept, and it will likely be a lengthy, arduous and frustrating process.

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