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Creativity is key during tough times

I was reading Simon Dumenco’s latest MediaWorks article on AdAge.com this morning, “Topic A in Rapidly Shrinking Medialand: What’s Your Plan B?” In it, Dumenco discusses the job cuts and general decline in the media and advertising industries and wonders if this downshift will lead to a personal indentity crisis for workers in these industries. It’s an excellent snap shot of a lot of issues currently facing those of us in media, PR and advertising. But it was Dumenco’s impassioned support of his fellow creatives that really got me thinking:

“As much as I worry about us, I also believe in us. If I have any sort of media faith left, it’s that, while there are clearly many companies and business models that are dinosaurs, we ourselves are not — our creativity itself is not — doomed to extinction. “

Powerful words. I would venture to take it one step further and argue that it is just that – “our creativity itself” – that will save us during these tough times.

Success in a down economy is the result of making yourself stand out from the competition. Immediately after reading Dumenco’s article, I was forwarded Cision’s latest tip sheet PR Recession Survival Tip Sheet 1: How to do More PR with Less Budget. Most of the ten tips included involve some sort of creative planning and thinking, from always assessing how technology tools can help you do a better job to finding the right angles on the story you are telling.

My point is this: the way to place yourself heads and shoulders above the rest is to stand out and do something unique (or quite a few somethings). And to do that you need to be creative – reassess the way you do things – the way you’ve always done things – and find new avenues, ideas and methods to do your job better.

Feel free to share stories of how you’ve used your creativity to succeed below. I look forward to hearing your ideas! As Chemist Linus Pauling once said, “The best way to have a good idea is to have lots of ideas.”

About Heidi Sullivan

One of PRWeek’s 40 under 40 in 2012, Heidi Sullivan is Senior Vice President of Digital Content for Cision and a self-proclaimed social media metrics nerd. She leads the company’s digital and broadcast content teams, the global research team for Cision’s media database, Cision’s social media community team and the company’s content marketing strategy. You can find her on Twitter @hksully.

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