Innovation is one of this year’s themes… Innovation; noun – a new method, process, product, etc. Today, people spend more time browsing online … Now, public relations professionals are as likely to be adept at HTML as they are with Photoshop – a far cry from the days when media pitches were the only creativity they were allowed. Increasing revenue streams is another. Public relations is about storytelling, and as people and activities evolve, so will the stories. Being built on existing communications theories, TNT is described as a ‘unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends.’ It is an attractive, well-motivated approach that adds to the transmedia storytelling a concept of narrative transportation. The work done to date suggests that there are a number of business model innovation opportunities for the public relations industry. Reducing fixed costs is key. Innovation, like disruption, has been called a business buzz word but in its essence is change, and the benefits it brings don’t just apply to product industries. Follow these five rules of thumb, and your creative partnerships will be set up for success from the get-go.
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