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Perception is said to be reality, but when it comes to your digital and social communications, perception can be misleading...and costly. The power and impact of digital is clear. Ninety-two percent of marketers say it’s important to their business, 84 percent of B2B marketers usie social in some form, and nearly 70 percent put dollars toward it. On the other end of the spectrum, however, 53 percent of social media marketers don't measure their success! In today’s digital and content marketing economy, everyone is a publisher and can syndicate content in text, image, and video formats. Because of this, paid, owned and earned media channels have converged with over $135 billion being spent on digital content creation (in 2014).

There has been a lot of talk lately about integration in PR. And by a lot, I mean that is all anyone talks about. Most agencies are on board by now, or at least heading in the right direction. If they are not, clients will move on to agencies that understand that social media, quality content, SEO and measurable results should be the biggest part of every PR plan. Sounds like an easy recipe for success, but keeping multitasking consumers with busy lives and short attention spans interested is not so easy. Consumers need images, videos and snappy headlines. They don’t have time to read endless paragraphs of text that could be summed up in bite-sized, shareable images, infographics and quizzes. Creative is imperative to an integrated PR plan.

Creative, or at least in-house creative, is relatively new to PR. Clients are starting to see the impact that even a little bit of creative can have on any social campaign. The success of the Oreo Blackout Tweet during the Superbowl, Kmart’s Ship My Pants viral video, and Dove’s Real Beauty Sketches have shown brands that consumers will pay attention when the ask is simple. Watch this for two minutes, share with your friends. Look at this image for three seconds, share with your friends. A creative director should be a part of every PR team, but as Vincent van Gogh taught us all…