How to build unique ad and PR campaigns?

Are creative ads much effective in inspiring consumers to buy products? Those ads with an appealing artistic creativity, verbal, visual, or sound elements are likely to attract more people. As a result, their viewership will be higher. Moreover, a study also revealed that internet users are now spending an average of 2 hours and 22 minutes each day on social networking and messaging platforms. Similarly, a creative PR (public relations) pitch or communication strategy also plays a crucial role in brand building. 

Thus, explaining the budding media professionals about the above-mentioned, faculty from Apeejay Institute of Mass Communication (AIMC) conducted a two-day workshop on Creativity in Advertising, PR and Digital Media at the SGT University. The key resource for this workshop was Prof. (Dr.) Pijush Dutta, Associate Professor and Programme Director at AIMC, and Porf. Pushpa Nair, Former Director (Strategy) Perfect Relations. 

The interactive session aimed to acquaint students with the creative process for developing advertisements, integrating public relations and digital media strategies in building a brand. 

Also Read: A workshop on digital storytelling

The event began with a welcome note by Prof. (Dr.) Sushil Manav, Dean of the Faculty of Mass Communication and Media Technology at SGT University, who shared fond memories from his time in journalism. He said, “We are in a transition phase due to the evolution of digital tools and the media and journalism sector is undergoing a 360 degree shift in the way this industry operates now.”

Further, Dr. Pijush Dutta mentioned that while developing creative strategies it must be remembered that creativity is inherent in everyone, but the two key factors required to be part of this field is ‘thinking out of the box and observational skills’ to create a big idea. He also conducted a quiz competition for the students.

Subsequently, Prof. Pushpa Nair mentioned, “For us, as media professionals, it is important to understand the difference between public relations and advertising first. Plus, it is important to have a knowledge of integrating marketing efforts.”

She further highlighted that PR is just not restricted to  reputation and good imagery now, but much beyond. In fact, due to the rise in influencer marketing, there is a complete shift in buying behaviour.