Do risk averse clients lead to poor PR?

We live in tough times and when times are hard its human nature to limit the uncertainties. The corporate world has had its fair share of headlines over the last 12 months and the idea of pushing the boundaries of creativity (and sometimes taste) to maximise media coverage seems to bring concerns to some clients. Some client briefs currently seem to centre on limiting press coverage, or product focussed editorial in the B2B or specialist press when, in the past, mass consumer coverage has been the tendency. As a result, are the bigger, more original, more exciting PR ideas being passed over? Evidence is mixed. There have been some fantastic campaigns this year, the notorious “Best job in the world” and Joanna Lumley taking on the UK government, but what about the risqué campaigns in the corporate world? It seems to PRmoment that the opportunities for PR are vast, with a hungry media and seemingly endless possibilities to connect directly with consumers through social media. In these these troubled times are clients tending to bury the big idea till next year?