As someone who has recently been appointed to the role of ‘Creative’ within an agency, it will no doubt surprise you that I too believe the value add can be instrumental in the growth of the business.  Having worked in PR for a number of years and under two previous Creative Directors, both myself and the agencies I have worked at have learnt to adapt the role so it isn’t similar to advertising.  We as PRO’s are different people, have different ideas so we need different approaches to creativity.  I would still consider myself a PR person first, and a creative second -  a nice to have.  The role of a Creative Director in PR is to offer the people within the agency the very best techniques to answering the client question.  Yes, on occasion I have a good idea but I am under no illusion that the majority of the best ideas will come from the people I work with.  I am happy to be a part of that.  Also, at 28, I would question whether I was approaching the Creative knackers yard just yet.  I believe that someone who is recognized as being a creative thinker or facilitator has a passion for new experiences which when combined with the knowledge and insight of younger colleagues, can create something truly amazing

Read the opinion piece from Graham Goodkind from Frank on the PR moments website

http://www.prmoment.com/298/dont-expect-a-creative-director-to-come-up-with-the-best-ideas-says-graham-goodkind-founder-of-pr-consultancy-frank-pr.aspx