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Invention in PR is an ongoing series of talks and articles by Adam Ritchie about using public relations to create new products and services. It addresses the reality that PR teams live or die based on products' success, and advocates for them to take a stronger hand in their creation.

PR has earned its seat at the decision-making table. But another meeting happened before it arrived. Each time a communications team readies itself for a launch, the product or service has already been determined, developed and often packaged. Sometimes PR helps inform certain features, but it rarely makes the first step toward the drafting table.

The profession can do better. It can go beyond promoting what it's handed, and invent newsworthy offerings from the ground up.

Through award-winning case studies, participants learn how to apply invention at the beginning of the PR process and take away usable strategies and tactics for agencies and in-house. The material encourages an entrepreneurial approach to public relations and covers creative problem-solving, selling an unconventional idea internally, packaging it, getting stakeholders buzzing, integrating social and untethering media outreach from the usual suspects at launch time.

With PR under constant pressure to evolve, it uncovers practitioners' aptitude for invention and teaches them how to tap into it.

The aim is to cultivate a new generation of rule breakers who create new communication vehicles and construct campaigns across industries.


  • "My favorite speaker event all year" (Penn State student)

  • "Literally changing the way I think" (Brigham Young University student)

  • "A master class in creative PR...awe inspiring" (PRSA national board director)

  • "One of the best presentations I've ever seen" (DePaul University professor)

  • "Absolutely brilliant" (S.I. Newhouse School of Public Communications professor)

Invention in PR has visited more than 30 universities and conferences and reached more than 1,000 members of the PR community.

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Book a session online.



When PR takes the wheel and drives product development, anything can happen.