‘PR’s Role as the Connective Tissue Has Never Been More Critical’

As jury president of the London International Awards’ (LIA) Creativity in PR category, Anthony Chelvanathan aimed to spotlight ideas that inspire conversation, shift perception, and earn trust.

The global creative partner at Edelman says the category is about “putting earned at the heart of the idea”. It’s not about shouting the loudest – it’s about creating something so culturally resonant that people choose to engage with it, share it, and talk about it.

“It comes down to authenticity,” he says, speaking with LBB live from LIA judging in Las Vegas. “Paid can amplify, but it can’t replace the spark of an idea that people want to talk about. A campaign that earns attention taps into culture, conversation, and relevance in a way that feels natural – it doesn’t need to buy its way in.”

Creative boldness in PR, as with all forms of great advertising, is essential. But it has to be in service of the brand’s values and long-term credibility. The best work, says Anthony, takes risks that feel true to what a brand stands for, not merely risks for shock value. “When the idea is rooted in authenticity, boldness becomes an amplifier rather than a liability.”

A perfect representation of that is FCB New York's 'Tree Correspondents' campaign for Hyundai. It uses AI and real-time environmental data to give trees a 'voice', turning sensor readings into first-person stories that raise awareness of forest conservation and biodiversity as part of the brand’s IONIQ Forest initiative. It turned a traditional sustainability message into a powerful, earned idea. Instead of just telling people about conservation, it let nature speak for itself. It sparked conversation, media coverage and emotional engagement without relying on paid media. 

What’s more, with consumer attention ever more fleeting, shifting opinion with PR versus short-term attention grabbing requires resonance. “The difference lies in whether the work simply entertains or whether it changes how people see the brand, the issue, or even themselves. Work that moves opinion is grounded in human truth and cultural insight – it’s not just a stunt, it’s a statement.”

To achieve that requires listening as much as great creative. To Anthony, cultural relevance means tapping into conversations people are already having, while effectiveness means delivering measurable outcomes for the brand. “When you marry those two, culture and impact, you get ideas that not only trend but also transform,” he says.

That balance of authenticity, boldness and cultural resonance, Anthony believes, defines what makes PR such a vital force in modern creativity. And as the boundaries between disciplines continue to blur, the question of where PR sits in the wider mix is more relevant than ever. “PR is uniquely positioned as the discipline that earns trust and builds belief,” he says. “While advertising can buy reach, PR creates engagement through trust and credibility. In an era where audiences are sceptical and attention is scarce, PR’s role as the connective tissue, the channel that gives ideas legitimacy, has never been more critical.”

Creativity is fundamental to both, he says, but the lines have blurred – a prevalent theme during the judging of other LIA categories. “There is still a distinction, however; advertising is about distribution, making sure your message is seen,” adds Anthony. “PR is about participation, making sure your message is shared. They are inseparable in practice, but each brings a different strength. The future is fluid, but earned will always be the spark.”

More broadly, Anthony has identified a shift toward brands embracing true purpose and action. It’s no longer enough to just say something. People expect brands to do something. “That action-first mindset is shaping some of the most exciting PR work today,” he says.

Increasingly, brands are also seeing PR -- not just as an afterthought to launch campaigns -- but as the starting point. The question, says Anthony, is no longer ‘how do we advertising this?’ but ‘how do we get people talking about this?’ “That shift puts earned at the centre of the creative process, which is exactly where it belongs, especially if you want to break through in culture. I always look at hip-hop artists: there’s a lot to learn from how they’re at the forefront of culture – creating and curating it.

“PR creativity should be the spark,” he adds. “The force that makes brands relevant, trusted, and talked about in culture. It’s not just about reach; it’s about resonance. Going forward, the most effective marketing will be the kind that doesn’t just reach audiences but moves them – and that’s where PR creativity shines.”

​Read more from Addison Capper here.

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