Have a look at this video. It’s quite long, but it’s worth the time.

PR people should be creative, shouldn’t they? Creativity is one of the pillars of innovation, and PR people should also be innovative, shoudn’t they? On behalf of their clients, but also on behalf of their profession… PR people should try to innovate their profession, in order to innovate the strategies and the tactics that they adopt for their daily activity on behalf of clients.