The role of creativity in corporate communications Heidi Hill
Quantifying creativity
Quantifying the role that creativity plays in all our projects is probably the most difficult task, as creativity is subjective – it could mean something to one person and something totally different to another. If we could highlight a direct link between excellent corporate communications, creativity and ultimately an increase in share value, we could wholly justify the role of creativity in corporate communications and demonstrate vast amounts of competitive advantage.
The jigsaw
The very nature of the fact that creativity is subjective, means that this is difficult to substantiate the true value, however, working with an agency with a proven track record in creativity within corporate communications, will set your communications ahead of your peer group. It’s not just about having creative teams working on your investor communications, designing ‘off the wall’ Annual Reports and Investor Relations websites, it’s about making sure that your designs, key messages and copy all fit together perfectly, a bit like a jigsaw. It’s about ensuring that the correct medium, be it printed or online, effectively communicates the right message to your target audience of stakeholders.
Creativity and collaboration
It is an intensive process, pulling together areas of expertise from within the teams at Jones and Palmer, and also key personnel from within your business. The best creative work is borne out of collaboration, and we encourage the free exchange of ideas through brainstorming sessions to challenge key messages, to encourage the exchange of creative ideas. We also want to ensure that each party responsible for key messages, design and copy are kept fully in the loop, so that everyone is working towards a common goal, with everyone singing from the same hymn sheet.
Imaginative, yet fit for purpose
We encourage imaginative thinking, provided the ideas that ensue are fit for the purpose (be it an online Annual Report, a printed Annual Report and / or an Investor Relations website). This means that what we produce on your behalf is original, and above all, something of value to your stakeholders.
Evaluation
At Jones and Palmer, we encourage our clients to consider an evaluation processes to ensure that the end product was wholly fit for the purpose. This can take the form of a debrief between our teams at Jones and Palmer and the involved client personalities. Taking this one step further, we can also offer an external evaluation process where our investor communications consultant interviews chosen stakeholders and interested parties to discover their thoughts on their Annual Report or Investor Relations website.
Why not give us a try? We have the experience, a list of references from satisfied clients, the knowledge of the public listed companies marketplace and, of course, creative skills! Talk to Jones and Palmer.
This article was written by Heidi Hill (Business Development Manager). We welcome your feedback and thoughts and would love to hear any questions you have.
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Jones and Palmer is focused on the development and delivery of corporate and investor communication media.
Established in 1906, Jones and Palmer has, for the last 40 years, printed annual report and accounts for public listed companies and currently has over 150 plc clients. We are the UK’s largest on-site manufacturer of investor websites and printed annual reports.