The trend in the PR industry clearly points toward more and more people wanting to be creators. New ideas, innovative concepts, and visually striking campaigns are celebrated — and of course, creativity is an important ingredient in a strong PR campaign. But if we’re being honest: how often do these cool ideas actually lead to results that make a difference for the client’s business?

Getting featured in an industry publication like Resumé can be a feather in the cap for the creator. But for the client? Not necessarily very relevant — and in that case, the PR agency hasn’t really done a good job.

Creativity without direction becomes irrelevant

There’s a clear message to the industry here: PR agencies that aren’t interested in economics or business impact need to be exceptionally skilled at their craft to create real value. Otherwise, the communication risks becoming very flat — fun and appealing, but ultimately irrelevant.

Every marketing investment must withstand scrutiny, and it’s not enough to create something that simply “feels good” or looks impressive in a portfolio. Communication needs to contribute to something bigger: a stronger brand and tangible business results.

What should you look for in a PR agency?

For companies looking for a PR agency, one of the biggest gaps in the market is precisely business thinking. Many agencies are great at coming up with ideas — fewer are truly good at connecting communication efforts to business outcomes. That’s why it becomes problematic when a brief mainly asks for great ideas. Most of the time, that’s not the only thing needed, and it’s definitely not what company leadership is primarily looking for.

So what should you actually prioritize?

• Focus on concrete goals
• Look for the ability to create content that is relevant to potential customers, even if it doesn’t impress industry peers
• Have the courage to choose what works — even when it may be perceived as “boring”

Sometimes, the most effective approach is not the most spectacular one. Consistently being visible with the right message for the right audience can be far more valuable than a single creative home run.

A great PR agency is passionate about finding angles that work in the media — not just ones that sound clever. It wants to see its ideas published, shared, and actually making a difference. It identifies the right influencer who genuinely elevates a brand — not just the one with the most followers.

So yes, a PR agency should love storytelling, media, and creative angles. But even more importantly, it should be driven by results. Otherwise, it may be entertaining — but not effective.

Impact before ego

Communication that truly makes a difference requires more than creativity — important as creativity certainly is. It also requires direction, business understanding, and a clear focus on impact.