“Purpose-built publishing isn’t limited to the written word. It includes audio and video broadcasts as well. Creativity, regardless of format, best distinguishes success.”
As a communicator the purpose we are venturing on is to provide a message to our audience. Their purpose to the actions we are undertaking, but what we see in a lot of the modern messages is the only creation or creativity without reason. Now I am not one to say stop and do not be creative but I also do not want you to waste my time on your creative whims. I want there to be substance.
And this is how must craft our messages. Purpose-built messages are key to being a proactive public relations practitioner.