We now live in an era where
communications are crowded, over populated even. Brands and advertising can be
seen anywhere and anytime, from the time we wake up until we go to sleep.
Marketing campaigns are happening all the time and everywhere, from public
spaces like stores to personal spaces such as personal phones and email. Public
Relations (PR) campaigns and methods are being used frequently to ensure that
the intended messages would be interesting enough to be quoted in news articles.
The over population of promises and messages in today’s era has made companies
or institutions to step up their search for a clutter breaking communication,
which implies innovation of methods and what many called out-of-the-box ways in
communicating.
Like knights in shining armors come
the communication professionals or experts or agencies to the rescue. In the
midst of increasing competition and institutions’ necessity to acquire stakeholders
undivided attention, these knights swoop institutions off their feet with big,
and supposedly original, ideas. Good results lead to more and bigger business while
bad ones lead to more search of other knights who would be capable of solving
an institution’s communication problem.
