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Creative PR in the Purpose Era

Caterina Corsini
Creative Strategy Director
Hill + Knowlton Strategies


Valeria Lama
Practice Leader, Marketing Communications
Hill + Knowlton Strategies

Creative PR in the Purpose Era

Not so long ago, it would have been impossible to imagine a dialogue between a creative professional and a PR professional, but that must now become a daily reality for brands wanting to keep up with the world.

All aspects of a brand need to focus on purpose – its reason to exist – so the two cultures must come together. We now have a Creative Strategy Director and a PR Practice Leader in the same agency.

Purpose-driven storytelling is a step-change for brand communication. It opens up a full range of comms possibilities beyond traditional advertising – and beyond traditional PR. It truly takes the best of both disciplines to create something completely new.

What’s the difference between a marketing idea and a PR idea? You might say that through PR, brands can become more generous, producing ideas about what is relevant for people and not just for themselves. They become less self-oriented. More responsible. And this is key to today’s communication.

Historically, a PR agency was the go-to place for one-to-one communications, while long-term creative strategies were designed elsewhere. In the era of purpose, we can – and must – have both.