In a recent webinar hosted by the Public Relations Society of America (PRSA), Jenna McMullin, Vice President and CEO of Lockhead Martin Space, emphasized the importance of giving communication professionals the permission to experiment when driving innovation and engagement. McMullin explored what happens when communication professionals feel confined by rigid expectations and fear of failure versus being given “permission to play.”

Building a Culture of Experimentation

“Permission to play” means empowering communication teams to take creative risks, test innovative tactics and explore new ideas. While some companies stick to rigid strategies, those that embrace experimentation may see stronger engagement and more motivated employees.

A great example is the 2024 College Football Pop-Tarts Bowl, where Pop-Tarts turned a routine sponsorship into a viral moment by awarding the winning team a life-sized, “toasted” Pop-Tart. This playful approach generated major media coverage, trended on social media, and boosted sales, proving the power of bold, unconventional marketing.

On the flip side, a fear of failure can stifle innovation, leading to uninspired messaging and disengaged teams. With U.S. employee engagement at a 10-year low, fostering trust is essential. Leaders can build a culture of experimentation by involving teams in all aspects of their work, recognizing contributions, and leading with transparency. By embracing both successes and failures, companies can create an environment where creativity thrives.

The Importance of Measuring Impact: Successful and Non-Successful

Lockheed Martin Space’s creative initiatives highlight the value of measuring impact to determine when experimentation succeeds (and when it falls short).

A prime example of success is Destination Space 2050, a campaign designed to bridge gaps between customer expectations and Lockheed Martin Space’s vision for the future. With a “permission to play” approach, the initiative boosted social media engagement, increased impressions, and attracted positive attention from media and clients, reinforcing the company’s position as an industry leader.

However, not all experiments yield winning results. Lockheed’s Space Makers Podcast aimed to enhance customer outreach, attract talent, and build brand awareness. While it gained strong initial traction—ranking #15 on Apple’s Tech Podcasts and #38 on Spotify’s Tech Podcasts—it struggled with audience data access and required extensive resources. Ultimately, the inability to measure ROI led to its discontinuation.

These case studies underscore the importance of tracking outcomes. Understanding what works allows companies to refine strategies, allocate resources wisely, and ensure creative risks drive meaningful success.

5 Rules for Permission to Play

Communication teams looking to embrace a culture of experimentation can look to these five rules for successful implementation:

1. Define the rules: Set clear boundaries and expectations so everyone knows how to play.
2. Build a winning team: Leverage a buy-in cycle to keep momentum.
3. Plan your next play: Always have a backup strategy.
4. Keep your eye on the goal: Stay focused on your goal and work towards what you want to achieve in your business.
5. Instant replay: Evaluate the outcomes with an after-action review.

Encouraging creative experimentation in communications is a powerful way to enhance engagement, drive innovation, and strengthen brand management. However, to be effective, experimentation must be strategically measured to identify what works in order to refine future approaches. By following the five rules of experimentation, teams can gain clear boundaries, the necessary support, and the opportunity to learn from both successes and failures.