Written by Noemi Pollack on November 21, 2008.
Yes, it’s my first blog with many more musings and thoughts to come…
But for my first, I want to address the schism that exists worldwide, right now. On one hand there has never been such a surge of world optimism and renewed hope in making the impossible, possible — ever. An example was Bob Herbert’s Sunday column in the NY Times two weeks ago, which carried the headline “Americans, take a bow!” And yes, we proudly can. We have shattered a ceiling, if not all ceilings.
But on the other hand we have been sucked in by a world pessimism surrounding our financial systems that, if left unchecked – will sink us deeper and paralyze hope.
Pessimism begets pessimism. It’s a black hole that can suck the air out of everything that is possible. I venture to say that we have a choice.
This situation can be compared to the vase in Somerset Maugham’s ravishing classic, The Razor’s Edge. A plastic vase never breaks in a fall, but will never have the beauty of a crystal vase that will. A great example of “on one hand or the other.” We can select one over the other, as long as we are willing to take the “risk” or consequences.
It’s the inventive and creative mind that can find a way to keep the dark hole at bay. And no one will argue that some of the most creative minds exist in the PR world. What is needed now is to unleash that creativity and take risks – no, not financial ones, but risks with ideas that may not have a safety net as to immediate ROI.
This then is the time for corporations to tap that creativity. It is the partnership between corporations/organizations and a PR agency or an in house team’s creative mind, that will count – a partnership where corporations/organizations say, “why not, let’s try it,” rather than “we cannot take that chance.” It is a matter of trust in those creative ideas. As an example, just consider that if you have all the ingredients to make a lavish dinner, it’s easy to make a scrumptious one. But if you have only a piece of bread, some pasta and lots of spices, what concoction can one create that can rival the scrumptious meal?
So, I suggest — let’s just do it. Let’s go back to when ‘excess’ was not around and when creativity was seen as the essential ingredient needed to stretch real small PR budgets. Let’s not just shrug shoulders and say, “we’re doing what we can but are restricted by budget.” Rather, let’s consider the creative moves that can engage audiences in catapulting a brand and figure out how to move the needle, with very little thread.