Managing the loyalty in the creative services.

Managing loyalty in the creative services

Creativity is the essence of human initiative and success. Yet, it is also the most difficult human attribute to manage. Public relations and advertising are particularly dependent on the creative output of their employees. These individuals must work efficiently and with consistency, but still maintain a high level of creativity and originality. This type of independent thought requires a significant degree of intellectual freedom within the workplace.

The problem management faces is providing a creative environment without undermining necessary corporate administration. How can the manager of a creative services firm perform this balancing act? This seemingly insoluble dilemma does have a solution: the enhancement of corporate loyalty.

Without a strong creative staff, a firm would be unable to develop strategies and programs for its clients that can give one service or product an edge against its competitors. Individual talent is, to a large degree, responsible for a firm's good reputation and growth. But with individual talent comes a strong ego. This is especially true in public relations, where the ability to "sell oneself" and an idea is so vital. However, the ego can often come into conflict with the organizational requirements of company policy. Without an efficient administration, a firm …