There’s a creative world out there … the PR world needs to work out how to work with a new creative team

I seem to be running a bit of a schtick at the moment which runs roughly that there may be four times more PRs than journalists. But that there are several hundred times more independent creatives than there are genuinely creative PRs.

It’s sort of expressed in this piece that I wrote for PR Moment.

So when I came across this piece of kit – an Arduino driven “bottle” that records sounds when the lid is removed and then remixes them to create beats – it just further fuelled my belief that finding and working with the digital creatives of the world is a skill that we’re all going to need to develop.

We’re on the way. We’ve a long way to go. I think that a LOT of people out there haven’t even begun to work this one out.