As a lifelong fan of musicals, a trained singer, and a seasoned PR professional, Wicked has always struck a chord with me—both personally and professionally. Its characters and themes of authenticity, courage, and transformation resonate deeply with our public relations work.
Whether helping brands reclaim their narrative, building trust with stakeholders, or daring to be bold, the lessons from Wicked can inspire PR strategies that truly connect.
Here are five PR lessons from Elphaba, Glinda, and the rest of Oz to guide us in creating effective, human-centered campaigns.
Elphaba: Own Your Narrative
In PR, perceptions shape reality. Taking control of your story is key.
Elphaba’s story is defined by those who misunderstand her. Madame Morrible and the Wizard manipulate public opinion, branding her as “wicked” before she can share her truth. This is a reminder for brands: if you don’t shape your narrative, someone else will—and it might not reflect your values.
Lesson: Be proactive in telling your story, especially in moments of change or crisis. Audiences respect honesty, transparency, and consistency in messaging.
Example: Patagonia owns its narrative by using storytelling to align its brand with environmental advocacy, building trust even during challenging times.
Glinda: Embrace What Makes You Extraordinary
What sets you apart is often your greatest strength.
Glinda’s charm and charisma are her defining traits, helping her stand out and win over her audience. Similarly, PR professionals must help brands leverage their unique strengths—whether it’s an inspiring mission, a compelling origin story, or an innovative approach.
Lesson: Help brands identify and highlight what makes them remarkable. Authenticity is what resonates most with audiences.
Example: Ben & Jerry’s amplifies its social mission alongside its products, tying its identity to activism and creating deeper emotional connections with its customers.
The Wizard: Avoid Misleading Narratives
Trust is built on transparency—misleading messages only erode credibility.
The Wizard relies on smoke and mirrors to maintain his authority, but his deception ultimately destroys his credibility. For PR professionals, this is a cautionary tale: short-term gains from misleading messaging are never worth the long-term damage to trust and reputation.
Lesson: Honesty and transparency are essential for building trust. Acknowledge challenges, share meaningful updates, and engage authentically with stakeholders.
Example: When Starbucks faced backlash over racial bias incidents, its decision to close stores for racial bias training showcased transparency and accountability, reinforcing its commitment to inclusion.
Madame Morrible: The Power of Influence
The right advocates can amplify your message, but choose wisely.
Madame Morrible uses her influence to shape public perception of Elphaba, demonstrating the power of a strong advocate to sway opinions. For PR professionals, this highlights the importance of selecting spokespeople and influencers who align with your brand values.
Lesson: Partner with advocates and influencers who authentically represent your brand. Their credibility and reach can amplify your message while reinforcing trust.
Example: Dove’s Real Beauty campaign effectively used real women and body positivity advocates to align its brand with authenticity and inclusivity.
The Townsfolk: Build Word-of-Mouth Trust
Your audience can be your greatest advocates—or your toughest critics.
The townsfolk of Oz quickly spread gossip about Elphaba, showcasing the power of word-of-mouth. Today, social media and online reviews magnify this dynamic, making trust and advocacy crucial for success in public relations.
Lesson: Engage authentically with your audience, encourage positive conversations, and respond to criticism with empathy and care. Strong relationships with stakeholders create a foundation of trust that amplifies your message.
Example: Airbnb actively encourages user reviews and highlights customer stories, turning guests into brand ambassadors and building trust through authentic experiences.
The Wicked PR Lesson
At its core, Wicked is about authenticity, relationships, and transformation—the very foundation of effective public relations.
From owning your narrative to building long-term trust, the lessons from Elphaba, Glinda, and the rest of Oz remind us that PR isn’t just about strategy; it’s about connecting with people.
As we look ahead, let’s embrace what makes our clients unique, tell bold stories, and aim to defy gravity in our work.
