Have You Thanked the Creatives in your office Today?

Throughout my career, the communications field has always labeled production-focused employees as creatives. Sometimes with a positive connotation but oftentimes with an enigma. Being a creative myself (and I say that proudly), the moniker is very cumbersome. The reason is the vast majority of creatives are misunderstood.

Let’s face, it you will only go as far as your content will take you, the employees who are creating your communication messages are creating and developing your brand. If they are not happy or their environment is hostile (lean into this next statement). YOU WILL NOT REACH THE OPTIMAL POTENTIAL OF YOUR OFFICE!

As a communications manager, it's important to understand that managing creatives requires a unique approach. Here are five tips to help you effectively manage creatives in a communications office:

1. Create a Positive Work Environment

You are in a communications office - well communicate! The number one need for every creative is an environment that fosters creative thinking. You can foster a creative and collaborative work environment by encouraging open communication. If creatives are afraid to express ideas then that is a serious barrier to efficient media production. As a manager, the key is to listen. Most creatives will communicate obstacles in their workflow. I know as managers we have outside forces that shape our priorities and objectives, but slow down, and hear what they have to say. This action alone will help you provide them with the resources they need to be successful - and if they are successful you are successful. A positive work environment can inspire creativity and innovation among your entire team.

2. Encourage Work-Life Balance

There is a life outside of work encourage your employees to live it! With projects be flexible, and allow them to work within parameters that allow them to be inspired and fit with the needs of your office. If Lori wants to finish a writing project at home, and it doesn’t violate work policy - let her! If Jasmine wants to take her laptop outside and finish a video because it is a beautiful spring day -make it happen! Recognize the importance of work-life balance and flexibility for your creative team. Encourage them to take breaks, set realistic deadlines, and avoid overworking. A healthy work-life balance can improve productivity and prevent burnout.

3. Offer Constructive Critiques

I was a creative most of my career, and this is going to sound harsh but it is my blog and it needs to be said. If you can’t do the work they do, shut up. That’s right give critiques on what you know! You have full autonomy over the “feel” of a project, you know if it meets your production standards - so talk about the standard and what you feel is missing in the project. Creatives don’t mind harsh critiques but they recognize when you haven’t a clue on what you are talking about.

Example: I spent 12 hours working on a 5-part mini-documentary that highlighted a program within the organization. I watch and study documentaries and I implemented a new style of title creation that was that the History Channel used on one of their docs. I maintained production standards and I debuted at the critique. The reaction to the series was outstanding everyone gave it a thumbs up! My manager proceeded to tell me he hated it! No problem, because I’m a professional and ok with criticism. So I asked why. He proceeded to tell me he didn’t like the titles. So I asked him what about the titles don’t you like? (and saying to myself why did everybody else - including your boss like them?) His response “I just don’t like them”. That is not a critique, that is an opinion. Nonetheless, he was the boss and I changed them.

Provide constructive feedback to your creatives in a supportive and respectful manner. Focus on specific areas for improvement and offer suggestions for how they can enhance their work. Encouraging a culture of constructive critiques can help your team grow and develop their skills.

4. Set Clear Expectations

I get it deadlines are important, but what’s more important is clearly outlining project objectives and expectations for your creative team. If you are not clear about what you want the project will not be successful. Creatives love to “under promise and over deliver” - Let them! Providing clear direction and guidance can help them stay focused and motivated. Be transparent about goals and priorities to ensure everyone is on the same page. Also, an important side note, if possible let them know the big picture. If creative employees know the big picture with any product it allows them to work towards that goal.

5. Recognize and Appreciate Creatives

If you are a writer, photographer, graphic designer, or videographer, you have studied countless hours to perfect your craft. Recognize the hard work and creativity of your team members. Celebrate their achievements, acknowledge their contributions, and show appreciation for their dedication. A little recognition can go a long way in boosting morale and motivation.

Remember, creatives are people too. Treat them with respect, empathy, and understanding. By creating a supportive and nurturing environment, offering constructive feedback, setting clear expectations, and showing appreciation, you can effectively manage your creative team and help them thrive in your communications office.

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