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Good Advice (For Talented People Like Us)
How to unleash your creative potential
I’ve been at this PR thing a while now. Over the last 15 years, I’ve seen good ideas come and go. I’ve seen a lot of people come and go for that matter. Some had passion and punch, while others just did enough to get by. What works for me, may not work for you, but I do know this—you’re not getting anywhere in this creative world if you’re stupid and lazy. Be creative. Think for yourself. Do what you believe is right, and you’ll set the standard for others to follow.
Go for The Big Idea
The Big Idea in communications solidifies…no, it sears in the virtues of the product you are talking about. To be a master at the craft of communications, your words and images must penetrate the heart of your audience and make an emotional connection with them on a raw level. That’s the most effective way to get them to act. In the end, a great communications campaign is a benefit of the product itself. As an entrepreneur—whether in a start-up or as a first-timer in a franchise system—always go for The Big Idea.
Reject Analysis Paralysis
You got the Big Idea. You’ve thought it through. It all fits. It makes sense. Does it work for media? Yes. Can it be leveraged digitally? Yes. Can it be scaled across the system? Yes. It’s time to put it to paper and sell it to your audience. Trust your gut instincts. In the creative-decision making process, analysis includes not only the pros, but also the cons. And too much thinking about both leads to analysis paralysis.
If You Think Your Audience is Dumb, Then You’ll do Dumb Work
People are inherently smart. I’ve suffered through countless seminars, conferences and boardrooms listening to other PR experts give talks, and it’s shocking how patronizing these agency and corporate biggies can be. The recurring theme is people are dumb. If you think people are dumb, you’ll spend a lifetime doing dumb work. I think people are intrinsically shrewd about communications. In today’s world, we’re born with a microchip pre-planted in our heads that allows us to place a communications campaign in its context rapidly and with exact precision, which allows us to judge it immediately for its authenticity. People get the Big Idea, especially when it’s presented in a warm and human way. If you don’t believe that, then you’ll never do great work.
Speak Up, Dammit
If you’ve got something to say, if it’s a truly genuine idea, if your gut tells you to get something done, or to criticize what’s in front of you—then stand up, speak out and be heard. Work, live and be as outspoken and disruptive as you can. But if you’re afraid to say what’s on your mind, then maybe it’s just not worth saying at all.
Don’t be Cocky, be Cocksure
There is a big difference here. Cocky makes you a big-mouth. Being cocksure makes you confident. And confidence is the name of the game when it comes to communications. On the creative side, you need to be confident your concepts and ideas will resonate and have the power to effect change. Business entrepreneurs and franchisees need to exude confidence all the time. It’s part of being a leader. If you don’t have the “balls” to deliver on your promises, you’ll never achieve greatness.
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
