It is not what one company or agency can do for you, but it is what you can do for that particular agency and firm that is unique and innovative. Social innovation is the next breakthrough for companies in terms of creating new products and services, but the same principles apply for individuals and professionals in PR and social media. Agencies, universities, and other businesses are looking at candidates that not only have the minimal qualifications in terms of degrees or experience – but they want individuals that can make a difference in the field and are able to adapt and integrate into the culture within immediately. In many ways, you have to take it upon yourself to be marketing not only what you can do, but what innovations and creative ideas you have to offer by marketing yourself strategically.
What can you do to breakthrough these various barriers? Here are a few ideas for PR professionals – both in practice and in research – to take into consideration:
- Shift the paradigm in the field & research: Whether it is in the agency world or the research academic community – it is always good to propose a new perspective on things when it comes to practice and research. Ask the questions that can contribute both to theory and application. Don’t be afraid to take a different perspective on a position within the field. Ask the questions people are thinking about but are not asking that have the most impact towards both perspectives in PR.
- Inspiration and Innovation comes in many forms: Looking at how other fields have evolved and changed are just a few ways to get new perspectives and ideas to incorporate into PR. For example, looking at the evolution of psychology with the focus on neuroscience and nano technology – would this be something that would be necessary to explore from PR and social media? What about crisis communications? Learning from how other brands like Ford are incorporating new technology in new ways is always good to be aware of and draw inspiration from.
- Surround yourself with inspirational people – offline and online: This is the beauty of social media – you are able to connect with people and listen to what they are saying is key to be aware of in terms of current trends and issues. Review blog posts and tweets from these individuals, participate in virtual conference or hangout sessions (via Skype or Google+) and attend workshops or conferences to grow your own knowledge base. Always being an explorer and take every opportunity to learn from someone. You never know where inspiration for a new idea may come from.
- Innovation can arise not just in the office, but outside the office as well: Taking the time to relax and do an activity that you enjoy helps in the creation process and may result in some of the best ideas for research and practice. For me, the office is where I fine tune the ideas I created outside the office. Exercise is one of those activities that has helped me with my research and practice ideas. Always make sure to take your iPhone with you so you can jot down notes along the way for further reading. 🙂
- Be part of the innovation business & look for the creative culture: When you are doing your research for working with a potential agency or joining a university department – ask yourself, is there a culture of innovation and creativity? Having professionals around that think the same way and have a balance of both understanding and appreciation for both sides of the coin is key.
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