The “Relations” in Public Relations: Creativity and human connections
What comes to mind when you think of “Public Relations”? For many, it’s still press releases, journalists, and a flurry of headlines. But that version of PR feels more like something out of a 90s film than how the industry actually operates today.
In reality, PR is far less about blasting announcements into the void and far more about building meaningful relationships with clients, with journalists, with industry figures, and with the audiences you hope will eventually trust your brand. It’s not a one-dimensional communication channel, but instead, a long-term tool for relevance, credibility, and connection.
And this is where creativity and human relationships come in!
Reclaiming the “Relations” in PR
Public relations isn’t just about what you say. It’s about:
- who you’re speaking to
- how well you understand them
- whether your message connects on a human level.
Especially in B2B and fintech, where decisions are carefully considered and the products can be highly technical, people need more than features to sell them, they need context, clarity, and confidence.
Strong PR meets that need by paying attention to people as people. There is even a bit of psychology needed when it comes to successful PR efforts. Journalists have their own interests and ways of working. Clients have pressures you may not see on the surface. Prospects have questions they may not voice publicly, but cause concerns, nonetheless. When you understand these dynamics, your communication becomes more intuitive and far more effective.
Creativity as a Relationship Tool
Creativity isn’t only about coming up with a catchy campaign idea or an eye-catching headline. In PR, creativity is how you take something complex and turn it into something understandable, relatable, and worth engaging with. Something that provides relevance and additional insights into the ever-evolving industry.
Oftentimes, this might mean:
- Reshaping a technical update into a story about impact
- Finding an unexpected angle that makes a familiar topic feel new again
- Tailoring a pitch so it aligns perfectly with a journalist’s beat and interests.
Creativity also combats one of the biggest problems in B2B communication: sameness!
When every company makes similar promises, with similar values, and similar features, creativity helps you stand out in a way that feels real, and not full of fluffy ‘marketing mumbo jumbo’.
Human Connections Create Better Results
It’s easy to reduce PR to outputs, coverage, interviews and thought leadership; this is a trend we’ve been seeing more and more of over the last year. But one relevant publication reporting on your story, bringing the news right in front of your target audience, is well worth 50 irrelevant publications picking it up.
The difference between a journalist selecting your story or not, is the relationship you’ve fostered with them. It sometimes all comes down to a relationship!
- A journalist answers your email because they trust you won’t waste their time
- A client shares deeper insight and feedback because they feel heard and understood.
Human connection makes the work smoother, the ideas stronger, and the outcomes more meaningful!
Although not many people know the intricacies and behind-the-scenes of PR work, one thing is clear: public relations, at its best, is the point where creativity and human connection meet.
Need help focusing your PR efforts to make a difference in your company? Contact our experts today.
