PR Lessons from Wicked: Crafting Stories That Defy Gravity

The highly anticipated Wicked film is more than just a blockbuster adaptation of a Broadway classic—it’s a masterclass in thoughtful storytelling, an exploration of complex relationships, and a testament to the power of embracing individuality.

As public relations (PR) professionals, we can draw inspiration from Elphaba and Glinda’s journey to craft campaigns that resonate, defy expectations, and leave a lasting impact. Here are three lessons from Wicked that can help elevate your public relations strategy to new heights.

1. The Power of Backstory
   
   Wicked flips the script on The Wizard of Oz by exploring Elphaba’s perspective, revealing the complex motivations behind the so-called “Wicked Witch.” This backstory not only humanizes her but creates a compelling narrative that appeals to the audience’s emotions and offers a deeper understanding of her character.
   
   Every brand has a story, and it is our job as PR professionals to uncover and amplify it among the media. Strong storytelling is instrumental to capturing attention, engaging audiences, and cultivating meaningful connections. Whether it’s a founder’s journey, a company’s mission, a powerful customer story, or the inspiration behind a product, the “why” is what resonates with audiences and builds emotional connections.

2. The Magic of Relationships
   
   The dynamic between Elphaba and Glinda shows how relationships evolve over time and how differences can lead to opportunities for growth. Their unlikely friendship is a true testament to the power of collaboration and understanding. Through their journey, they demonstrate that embracing diverse perspectives not only strengthens bonds but also leads to personal and collective success.
   
   Similarly in PR, relationships are everything. From fostering trust with clients to building rapport with media contacts, success depends on genuine, authentic connections. Building these networks requires active communication and a willingness to adapt. Finding common ground and working in tandem can lead to stronger, more impactful outcomes.

3. Challenging the Status Quo
   
   Elphaba’s refusal to conform to societal expectations is the heart of Wicked. Her boldness and unique approach to achieving justice set her apart, even when it comes at a personal cost. She defies gravity—literally and metaphorically—and in doing so, reshapes the narrative, proving that reaching success occasionally requires a willingness to test limits.
   
   Standout campaigns are born from bold ideas that dare to challenge conventional thinking. As PR professionals, we must think creatively and encourage clients to embrace new ideas —whether it’s launching an unconventional messaging strategy, advocating for a diverse stance, or reimagining their brand identity. Daring to be different has the potential to garner attention, redefine industry standards, and leave a lasting impression.

Let’s work together to find your brand’s story, build meaningful connections, and craft moments that your audience will never forget. Contact William Mills Agency today to discover and create your own iconic campaign.