good p.r. is consistent, innovative sophistication in communication.
Innovative. In order to be consistent in p.r. you must remain innovative. It’s an industry based on predicting the future and, in the worst cases, reacting with lucid speed to the present.
Moreover, human communication is by nature saddled with a half-life; a half-life being the amount of time required for a
quantity [media placement] to fall to half its value as measured at the beginning of the time period. Anyone who has handled the “clips” knows this to be a verifiable observation.
So I repeat, in order to be consistent, you must be innovative; you must be aware and active in the changing mediums of communication.
Take The Bible for example (Lord forgive me). The earliest writings of The Bible were set down nearly 3500 years ago. Meanwhile, my earliest memory of a Biblical story comes from watching Cecil B. DeMille’s “The Ten Commandments” as a small child.
In short, even The Bible must be innovative to consistently deliver it’s message; a message that has transcended human oration, stone, paper, radio, film, TV, the internet, social media and smart phones.*
Put another way, in p.r. the communication is the product and as our methods of communication evolve the communication itself evolves.
As such, good p.r. inherently requires innovation and is limited in its creativity only by our ability to communicate
(In fact innovative p.r. can literally be out of this world).