The Great Miles Davis
One of the most powerful experiences in all of the performing arts takes place when a skilled jazz artist improvises. Straying from an established melodic theme, the musician reaches deep within the soul to assemble notes and phrases that expose deepest feelings. Then, in a flash, the expressive passages reconnect with the original theme, forming an arc that is both profound and complete.
The art of improvisation is equally critical in the field of public relations where creative communication is most successful. The truly imaginative PR professional begins a campaign with a powerful theme that captures the attention of an audience. Then that professional improvises with fascinating new messages and strategies before returning the audience to that established theme. Equal parts tactician and artist, the public relations professional blends familiarity and experimentation as elements of effective persuasion.
It comes as no surprise that the modern field of public relations arose during the early 20th Century, the same period that gave birth to early jazz. Both disciplines have survived by adapting to the times, evolving over the years with the changing of society. Jazz progressed from Dixieland and swing to bebop and fusion. Meanwhile, PR advanced from print publicity and emerging broadcast media to the Internet and social media.
In the past century, the true test of both the jazz master and the consummate public relations professional is the ability to improvise skillfully. Any talented amateur can play a song by sheet music or conduct a PR campaign with limited ideas. The real virtuosos in both fields are those who know when to become creative, introduce new ideas and elevate communication to a higher level.
By: David Stiefel
