By: Upik Rubiyanti – Creative Group Head of Fortune PR
“Creative concepts are basically creative ideas. It determines what the message will say or communicate in order to catch the attention of your audience. The creative concept helps define the very core of your campaign message. It serves as a foundation for your campaign content, and summarize the major themes to be communicated to your target audience. It also shapes your audience’s emotion and response towards the campaign message. Much like the PR process, the creative process has to evolve using steps that leads from audience understanding to final execution. It must help solve the PR problem. Developing creative concept is important because the same message, communicated to different types of audience, will need different types of approach. Developing a creative concept also allows PR professionals to see how the campaign will work or not across different media channels, test out whether or not the creative concept will be appealing to the audience, and able to reach the target audience effectively by finding ideas that are relatable and emotionally moving. But all great creative concepts starts from a strong research data to develop a problem statement, a key message, and to set a clear objective.”
Leave a Reply