Mastering the Message: A Conversation with Josh Budd, Chief Creative Officer at Citizen Relations PR
Citizen Relations is a modern PR agency named 2023 Strategy PR Agency of the Year. As CCO, Josh himself was named PRovoke Creative Professional of the Year in consecutive years (‘23, ‘24). Based in Toronto, Josh offered invaluable insights into the evolving landscape of public relations and creativity in the industry.
Harnessing AI with Caution
As AI becomes increasingly integrated into various industries, Josh approaches it with both curiosity and caution. "AI's power is undeniably remarkable and interesting... but the potential for the tail to wag the dog is very real," he notes. While acknowledging AI's productivity benefits, particularly in visual arts and information gathering, Josh emphasizes the irreplaceable human element in storytelling. "Our connection to emotion and our understanding of tension and narrative is something that can't be replicated."
The Power of Commitment and Investment
Josh attributes Citizen Relations' success to a commitment to excellence and strategic investment. "We've made a marked commitment to elevate our reputation," he explains. This involves investing in people (including a commitment to a diversity of experience and perspective) setting higher standards, and actively participating in industry recognition.
Bold Ideas and Measurable Impact
When it comes to pitching bold, creative campaigns, Josh stresses the importance of aligning with client objectives. "Bold ideas can deliver metrics... but if a client feels you're doing something for your own interest, they won't be comfortable." The key is to demonstrate how a creative idea meets the client's brief and delivers tangible value. Josh's experience with award-winning campaigns for major clients like Molson Coors showcase his ability to balance creativity with business goals.
Navigating Client Relationships and Scaling
For agencies looking to scale, Josh advises not to lose sight of core values. "Agencies that know who they are and the type of work they want to do are better set up," he says. He also highlights the importance of being intentional about client selection, ensuring they align with the agency's mission and capabilities. “You’re embarking on a relationship, a partnership. In order to co-create and achieve mutually beneficial success, clarity on what you’re trying to achieve and how you want to get there is critical.”
A Glimpse into Daily Operations
Josh's role as a Chief Creative Officer involves setting the vision, managing teams, and ensuring client satisfaction. "It's about setting the vision, ironing out obstacles, championing integration, partnering with CMOs, and making sure my team is happy and their careers are growing." This holistic approach ensures that creativity thrives within a supportive and strategic framework.
Beyond Work: Personal Reflections
When asked what he would do if he didn't have to work, Josh reveals a passion for fitness. "I'd open a gym. I like seeing people surprise themselves with what they're capable of and recalibrate their ceiling." This insight into his personal interests underscores his commitment to helping others achieve their potential, whether in the gym or the PR industry.
Looking Ahead
Josh Budd's approach to creativity and public relations offers a roadmap for navigating the complexities of the industry while maintaining a human touch. As we continue to explore the art of "Mastering the Message," Josh's experiences and strategies provide invaluable lessons for anyone in the communications field.
Care to strike up a conversation?
Let's tell the world your story.
Nima Olumi
Founder & CEO
Moritz Hain
VP of Client Relations
.png)
.png)
.png)