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July 08, 2011

PRSA Advocates for PR's Creative Perspective in PRWeek Letter to the Editor

The Public Relations Society of America (PRSA) had a letter to the editor published in the July 8, 2011, print and online editions of PRWeek (UK) in response to a June 30 article that reported on a survey in which many businesses found advertising firms to be a more reliable source of creative ideas than public relations firms.

From Feedback  — Ad Agency Creatives Fail to Get Down to Business
Published: July 8, 2011

While it may seem gloomy that companies are turning to ad agencies more frequently than PR firms for creative ideas ('Ad agencies are more reliable source of ideas than PR agencies, survey says',, June 30), we shouldn't get so caught up in these numbers. Is creativity really the goal? Or is it business results? The knock against ad creatives is that they fail to see the business impact of their work, and instead focus on how inspiring or cool it is. That's all well and great, but does it drive results? While PROs should be trying to develop creative campaigns for clients, we are hired to do a multitude of things that are equally important.

Keith Trivitt
Associate Director of Public Relations
Public Relations Society of America

Read the full comment at PRWeek.

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