“The world leaders in innovation and creativity will also be the world leaders in everything else.” —Harold R. McAlindon

Innovation is often confused with creativity – and, as communications consultants, it is key to be able to clearly identify this difference, recognise its potential and apply its value to your business.

Creativity is the genesis of something unique, an idea, product or way of thinking. Innovation, albeit similar, is a term coined to describe taking a creative idea – which already exists – and making it better. You can think of this simply in this way; unique products are created and consistently innovated in order to stay relevant and keep their competitive edge.

According to Business Secretary Greg Clark, British Conservative Party politician: The UK is a “nation of innovators, creators and entrepreneurs. Through our modern Industrial Strategy, backed by the largest investment in R&D in 40 years, we are boosting growth, creating new highly skilled jobs and helping change people’s lives for the better.”

To PR professionals, applying both creativity and innovation are essential to crafting powerful campaigns and ensuring our communications gain traction and deliver results.

Creativity is focused on a purely right-sided brain function whereas innovation employs both the left and right hemisphere of the brain; the intuitive and subjective with the analytical and objective. Innovation provides novel solutions to desired needs; whether that be improved efficiency, quality or function.

Creativity ignites the flames; innovation of fuels the fire.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]