From Oz to PR: How Wicked Can Shape Your Brand Strategy

PR isn’t rocket science. In fact, the principles are pretty simple when you think about it—just look at Wicked. It’s got all the ingredients for good PR: people shaping their own stories, others trying to manipulate narratives, and plenty of characters just trying to do their thing. If you’re in PR, you’d be wise to pay attention to how they handle their business.

Here are five PR lessons you can grab from Elphaba, Glinda, and the gang in Oz. Trust me, you’ll see things a bit differently once you start thinking this way.

1. ELPHABA: CONTROL YOUR OWN STORY

You know the deal. If you don’t manage your story, someone else will—and they probably won’t get it right. That’s what happens to Elphaba. She's labeled as "wicked" by everyone, but the real problem is she never had the chance to speak for herself.

PR Lesson: Don’t wait around for people to write your story for you. Get ahead of it. If you’re not in control, the narrative will go off the rails.

Example: Take Patagonia. The brand has always framed its identity around environmental activism. Even when faced with challenges, it never wavers from that story. That consistency builds trust.

2. GLINDA: PLAY TO YOUR STRENGTHS

Glinda’s no shrinking violet. She’s got charm, charisma, and the ability to work a room. That’s what makes her shine, and she leans into it. In PR, that’s exactly what you want to do—identify what makes your brand special, then run with it.

PR Lesson: Figure out what makes your brand stand out, and don’t shy away from it. Authenticity speaks louder than perfection.

Example: Ben & Jerry’s has built its reputation around its social mission. The brand doesn’t just sell ice cream—it ties its activism directly to the products. People connect with that on an emotional level.

3. THE WIZARD: NO ROOM FOR DECEPTION

If you’ve seen Wicked, you know the Wizard is full of it. He relies on smoke and mirrors to keep up appearances, but it doesn’t take long for everyone to see through the act. In PR, trying to deceive people for short-term gains is a terrible move.

PR Lesson: There’s no substitute for honesty. You can’t fake your way to long-term trust. Transparency is the only way to go.

Example: When Starbucks faced criticism over racial bias incidents, it made the bold choice to shut down stores for training. Instead of hiding or deflecting, they addressed the issue head-on, showing a commitment to change.

4. MADAME MORRIBLE: CHOOSE YOUR ALLIES WISELY

Madame Morrible has a lot of influence, but let’s be honest—she uses it to manipulate others. In the PR world, influence is a powerful tool, but you have to make sure it’s being used for the right reasons. Picking the wrong spokesperson can easily backfire.

PR Lesson: Be selective about who you partner with. An influencer or spokesperson should align with your brand values. The wrong fit can do more harm than good.

Example: Dove’s Real Beauty campaign was a game-changer. The brand used real women instead of models, showing that beauty is for everyone. The campaign aligned perfectly with Dove’s commitment to inclusivity.

5. THE TOWNSFOLK: WORD OF MOUTH CAN MAKE OR BREAK YOU

If you’ve seen how quickly the townsfolk in Oz gossip about Elphaba, you know how quickly rumors spread. Today, this happens even faster on social media. Positive word of mouth can grow your brand, but negative chatter can tear it down just as quickly.

PR Lesson: Your audience is one of your best assets. Engage with them, respond to feedback—good or bad—and encourage the conversations that build your brand’s reputation.

Example: Airbnb gets it. The company encourages user reviews, sharing customer stories and turning its guests into brand ambassadors. It’s an effective way to build trust and show the world what the brand stands for.

WRAPPING IT UP: THE WICKED PR PLAYBOOK

In the end, Wicked teaches us a lot about PR, whether we’re talking about authenticity, building trust, or staying true to who we are. The key takeaways? Own your narrative, lean into what makes you unique, and always be transparent. Get those elements right, and you’ve got the foundation for a PR campaign that connects with real people.

So take a page from Elphaba, Glinda, and the rest of the crew. Be bold, stay honest, and maybe you’ll manage to defy gravity in your next PR move.