Creative thinking in PR must solve business problems – Experts

Integrated marketing communications (IMC) experts have said that public relations professionals must move beyond generating big ideas and demonstrate how creativity contributes to solving business problems and delivering measurable outcomes.

This position was stated during the recent virtual African Public Relations Association (APRA) x PR Fundi masterclass themed ‘Creative Thinking in PR and Comms: Strategic Campaigns.’

The discussions also examined how PR practitioners can demonstrate return on investment, navigate risk and build campaigns that create lasting value.

The masterclass brought together communications professionals from across Africa to explore how the profession can evolve beyond tactical execution into a strategic function that supports business growth, protects reputation and influences decision-making.

Njideka Akabogu Eke-Uche, regional manager, East Africa, ID Africa, stated that the real value of communications lies not in exciting ideas alone, but in understanding the problems businesses are trying to solve and developing campaigns that address specific business challenges.

Read also: What Is Business Process Services?

She also challenged the perception of PR as a short-term fix, stressing that reputation and trust are built over time.

“You can’t treat PR as a short-term function. It can’t be a one-campaign thing and you expect all the magic to happen,” Eke-Uche stated.

She urged practitioners to think beyond campaign moments by creating stories, relationships and brand equity that endure long after activations end.

For communicators seeking to remain relevant in a rapidly evolving industry, Eke-Uche stated that the priority should be to position themselves as trusted advisors, continuously learn and demonstrate how their work contributes to organisational success.

Odion Aleobua, founder, Creato Urban, urged practitioners to back creative ideas with data, audience insight and a clear understanding of business realities.

Aleobua, who was represented by Oluwafemi Victor-Afolabi, noted that while boards and executives may be cautious about communications investments, communicators have a responsibility to demonstrate value by linking campaigns to organisational goals and long-term trust.