In today’s fast-paced media environment, where misinformation quickly spreads, PR professionals face a critical challenge: how to ensure authenticity remains at the heart of campaigns. The trust built with audiences is fragile, and reclaiming it requires courage, transparency and a focus on storytelling that resonates.
The release of the "Wicked" movie musical offers an unexpected, but timely, guide. Its story revolves around Elphaba, a misunderstood character branded “wicked” by those who distort her truth. For PR professionals, this is a powerful reminder: if you don’t control the narrative, someone else will—and the results may not reflect reality.
From reclaiming narratives to leveraging influence responsibly, "Wicked" offers five lessons to inspire modern PR in the era of misinformation.
-
Own Your Narrative
Perception shapes reality. Taking control of the story is key.
Elphaba’s story is defined by those who misunderstand her. The Wizard and Madame Morrible manipulate public opinion to cast her as a villain, shaping perceptions before she has a chance to share her truth.
Insight: Proactively shape the story. Whether it’s managing a crisis, responding to a controversy or launching a new initiative, authenticity and transparency are essential to earning trust and credibility.
-
Embrace What Makes You Extraordinary
Glinda’s charm and charisma make her memorable, but it’s her decision to lean into her unique strengths that set her apart. Similarly, PR professionals must help organizations uncover and embrace what makes them remarkable—whether it’s a compelling mission, a bold vision or an inspiring story.
Insight: Highlight the qualities that differentiate the organization and communicate them authentically. Cookie-cutter messaging won’t resonate in today’s competitive landscape.
-
Avoid Misleading Narratives
The Wizard maintains power through deception, relying on illusions to reinforce his authority. But his lack of authenticity ultimately erodes trust. In an era of heightened scrutiny, misleading or exaggerated claims can damage reputations irreparably.
Insight: Transparency and honesty are non-negotiable. Acknowledge challenges, communicate openly, and focus on long-term credibility over short-term gains.
-
Leverage Influence Responsibly
Madame Morrible uses her influence to sway public opinion, demonstrating how powerful advocates can shape perceptions. In PR, influencers and spokespeople are invaluable, but their alignment with brand values is critical.
Insight: Choose advocates who genuinely represent an organization’s mission. A misaligned partnership can lead to reputational risks, while authentic voices can amplify a message effectively.
-
Build Trust Through Advocacy
The townsfolk of Oz are quick to believe gossip about Elphaba, illustrating how word-of-mouth can shape public perception—for better or worse. Today, this dynamic is amplified through social media and online reviews, where trust is the currency of success.
Insight: Foster trust through authentic engagement. Celebrate your advocates, respond to criticism with empathy and encourage positive word-of-mouth.
The "Wicked" Takeaway
At its core, "Wicked" is about authenticity, courage and connection—the very foundation of great public relations. In an age dominated by misinformation, communicators have a responsibility to lead with honesty and foster meaningful relationships.
By owning narratives, embracing uniqueness and building trust through advocacy, PR pros can reclaim brand authenticity—and inspire campaigns that truly connect.
Let’s take a page from Elphaba’s story and aim to defy gravity in the way we communicate.
Kim Markus is senior director at Inspire PR Group.