VIDEO: Edelman's Andrew Kirk on why PR firms are the creative agency of the future

When asked if he felt PR agencies were creative, Andrew Kirk, managing director for Edelman Hong Kong & Taiwan, said he found both public relations agencies and its people, exceptionally creative.

“We live in a difficult world, full of chaos, and our clients are looking for creative solutions to highly challenging issues,” said Kirk.

Chasing the big idea, he added, was fun but the trick was in taking the idea and telling it in a narrative that would connect with all relevant audiences and stakeholders. “It’s not just about the 30 second spot,” he said.

The advantage for PR agencies, continued Kirk, is that their people come from highly diverse backgrounds. Using Edelman as an example, he pointed out that its employees come from across the world and from many disciplines, including advertising and branding agencies.

“Creativity plays a major role in our communications, strategic and planning processes. An entire part of our planning process centres around ideation – and before that you need research to find out who the audience is, build a strategy and then find that galvanising idea that will bring that strategy to life,” said Kirk.

Nevertheless, Kirk admits that PR agencies could probably do more to attract “big idea people” from advertising agencies.

Creative people though, insists Kirk, are not born, but made. “You have to learn and have the right tools and environment and culture and self-belief, and the belief of the organisation.

Bearing that in mind, by fostering creativity, PR firms will attract creative talent, added Kirk.  “I think ad agencies are certainly very cool and I think PR agencies are now the cool firms to be at. I think we will get more creative talent. I think the younger generation who think so differently, and who bring such creative force, juices and ideas will want to be with us.”

The scope and range of execution across multiple platforms available to PR firms will be the creative catalyst, said Kirk. “The time for creativity and idea generation is right now for PR firms. We have a seat at the that table and will be the creative agencies of the future.”