When I first stepped into my role as PR and Coordinator intern, I had a somewhat romanticized view of creativity. I assumed that success was because of the out of box ideas and stunning graphics. My logic was simple, if it looked beautiful, the results naturally followed.
However, during my time at Elation Communications, my perspective has since shifted. I’ve realized that in the world of professional communications, there is a distinct and vital difference between creative that looks good and creative that performs.
Since working with the director of social media with our newsletter, infographics and carousels, I’ve learned the design isn’t as strong as the message. We must make sure every design choice must serve a strategic purpose. For example, when creating the designs you want it to be centered so it’s the focus. Next to enhance the words create contrast that draws the eyes to the focal point of the poster. Seeing these elements work in harmony has taught me that creativity without strategy is just art but with strategy is a tool for growth.
Another surprising insight has been the sheer impact of content repurposing. As an emerging professional, I initially thought more impact required more original ideas. Blogs are used for infographics, articles can make good carousels, podcasts and interviews are added to the newsletter. Content is always being used in different ways changing how it is viewed and who it’s viewed by. Different platforms require different creative languages and learning to translate a single core message across these mediums has been a masterclass in platform specific strategy.
As I grow in this field, I’m learning to balance the storyteller in me with the strategist. It’s not about stifling imagination; it’s about directing it. In this field we must learn how to get the message across, we have to know what we’re selling and exactly who we’re selling it to.
I’ve realized our value doesn’t just come from having fresh eyes but from our ability to ask, this looks great, but what do we want the viewer to do next?
This internship has taught me that “Creative That Converts” is a disciplined practice. It requires empathy for the audience and a commitment to measurable outcomes. While the aesthetic will always matter, the true success of a campaign lies in its ability to move the needle turning a casual viewer into an engaged participant. From this experience I’ve learned that design is attractive, but the satisfaction always comes from an overwhelming result of interaction from the audience.
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