4. Ideas Illustrated;

In an article originally published in the Relocated issue of Ideas Illustrated, Mark Borkowski discusses the necessity of creative thinking within the public relations industry. Illustrations by Martin Nicolausson.

It's funny how you do things that work, but you don't stop to think until a long time after exactly what it was you did and why it worked so well. I have been prompted to think about my career in public relations. How did it all begin?

Thrust into the 1970s’ wonderland of cottage industries and inspired by the chutzpah of Malcolm McLaren, I deliberated that I might be a great rock ‘n’ roll promoter. With lightening speed I sketched out a plan, evaluating my strengths, weaknesses, preferences, aptitude and personality traits. Arrogant and foolish, I considered myself the next Svengali. In a twinkling the aspiration was dashed by a sack full of rejection missives from various labels.  Luckily my middle name is determination, so after further scrutiny the dream morphed into finding gainful employment in theatre. A brilliant, risk taking boss allowed me to stage the most outrageous stunts which captivated audiences and put bums on seats. The die was cast. Absorbing the experiences of the local herd was a compelling tutelage. They sought to be amazed and I was constantly forced to rethink a creative response to top my previous summit. Obsessed with the notion of outdoing each stunt, I became addicted to the process.

Years later, tapped by a flash city PR shop hopelessly trying to rebrand, a contract was offered to unleash my wild, inventive soul for bigger commercial return. In a room thick with Gieves & Hawkes suits, my ideas were dashed at the first utterance. Attempting to proffer any idea for a creative publicity campaign was immediately met with howls of derision. I was not to be unleashed but made to stay in my kennel, and certainly not to suggest anything that might startle the client - a learning that hardened the arteries.

Critically, what I came to realise was that the type of PR activity I immersed myself in - stunts, hype, scams and general oddities, could be used to create conversations about brands.  This might not be big news today - but believe me, back then it was sacrilege. 

The idea of being creative ran totally contrary to accepted wisdom. It worried brand managers who regarded it as an undisciplined and uncontrollable approach, which could easily compromise their narrow brand message and drop them in the shit.  But I hung on to the concept.
 

The future is in the hands of a collaborative species. Ideas of the future must be adaptive, and must expand or mutate the concept of creativity. Challenging agencies try to keep up the pace of change. Vision that’s informed by risk will always prove powerful if bolted to a strong story or narrative. To our younger, faster generation there is no history and there is no future, there is only now.  Creative thinking must be driven by this new ascetic.

Great communications ideas are now housed in the social platforms where engagement and participation are a necessity. As media fragments and systems of delivery for information multiply, the vast mainstream well of conservatism is living side by side with the younger, disengaged generation. It’s a toxic mix that might stifle a belief in the age old practices. Those that leave egos at the door and can offer an adaptive innovative process will harvest the rewards of creativity. Now, in contrast to my formative days on the business, my challenge is to keep up with the pace of change. Those who enjoy a short platform of power are in danger of being irrelevant; the challenge is to make meaning.

Today, my own key principles which underpin this approach are a commitment to using storytelling as the means to transform information into news and features; an understanding of the importance of creating drama and events as mechanics for generating publicity; and an absolute belief in the need to develop coverage outside the expected ghettos.

I hold the 19th century circus proprietor and huckster, PT Barnum, in high regard. In the world of entertainment, Barnum was the undisputed master of the art of getting people talking, via creative thinking, to create stunts and scams to grab people’s attention. 

One time, Barnum set one of his show’s elephants to plough a field, right beside the railway line leading into the town where the circus was due to play.  People saw the creature from the passing train and told their friends about this bizarre sight.  They concluded it had something to do with the circus.  What did those people who heard the story do?  Well, it doesn’t take much insight into human psychology and the power of curiosity to work it out.

Everyone knows that one of the immutable things about us all is our attachment to a good yarn, a great tale, a strange story, a bit of salacious gossip, a secret confidence, an odd anecdote, or an outlandish rumour.  We have an innate relationship with language and narrative from the moment we’re born. It’s the stuff of conversation; the conversation which fuels all our social interaction. Barnum knew it all those years ago, and we mustn’t forget it today.

Mark Borkowski is a PR agent and author.
Martin Nicolausson is a freelance graphic designer and illustrator.

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