The PRovoke Media podcast turns its attention to the 2021 Creativity in PR study, examining how the PR industry has risen to the unique creative challenges posed by the Covid-19 era. The discussion features Creativity in PR co-author Claire Bridges from Now Go Create and Lesley Backus from FleishmanHillard, who talk to Arun Sudhaman about how creativity has changed during the past 18 months, and why authenticity has emerged as the key driver of great PR work.