Dawn Carrington
Few brands have the influence and longevity of Madonna.
Standing among a record-breaking crowd of 1.6 million people in Rio de Janeiro, Brazil, on the final night of Madonna's Celebration Tour, I shook my head in disbelief at the enormity of her success, as millions of fans chanted her name, sang along to her iconic songs and broke world records.
I then realized that few brands have the influence and longevity of Madonna, and as a publicist for both celebrities and small businesses, I analyzed what tools she employed in her PR strategy could be leveraged in other industries.
In a career spanning four decades, Madonna has dominated the music charts and been a PR smash, with her strategy being to bring all manner of strategic corporate and influencer partnerships to the table through under-the-radar PR moves like her onstage kiss with Britney.
Her PR Playbook is packed with incredibly valuable insights that small businesses can use to bolster their PR strategies.
PR lessons from Madonna
1. Reliability
Madonna's authenticity has been at the heart of her PR success. From her early days as a provocateur to her evolution into a cultural icon, she has remained unwavering in her persona and brand, whether people were fans or not.
Small businesses can follow suit by staying true to their core identity and values in their PR, rather than imitating competitors or chasing fleeting trends. Authenticity builds trust and connection with your audience, laying a solid foundation for long-term success.
PR lessons: Clearly define your brand’s core values and mission statement and ensure your PR efforts are aligned with these principles. Authenticity is not just a buzzword, it’s the foundation of effective communication.
2. Strategic trend setting
Madonna's ability to anticipate and embrace cultural change has allowed her to stay at the forefront of the industry. From her pioneering blend of pop and controversy in the 1980s to adapting to evolving musical trends, she has always reinvented herself to stay with the times.
Small businesses can adopt a similar mindset by actively monitoring market trends, predicting consumer preferences, and innovating their products and services accordingly. However, being a trendsetter requires courage, creativity, and a willingness to try new things.
PR lessons: Stay on top of industry trends to stay ahead of the curve. Don't be afraid to push the boundaries and pioneer new trends. Good fortune favors the bold.
3. Compelling Storytelling
Madonna's talent for storytelling extends beyond her music and into every aspect of her brand. Whether it's her fashion choices, stories from her personal life or social media, she has captivated her audience with compelling stories that resonate with them.
Small businesses can use storytelling to elevate and humanize their brand, forge an emotional connection with consumers, and differentiate themselves from competitors. Every product launch, corporate initiative, or PR campaign needs to tell a consistent story that captures people's attention and inspires them to take action.
PR lessons: Identify your brand’s unique story – its origins, values, challenges and successes – and incorporate it into your PR efforts. Storytelling creates a connection with consumers that goes beyond the transactional relationship.
4. Intergenerational Involvement
Madonna's ability to connect with diverse audiences is a testament to her approach to engagement: through clever social media strategies, strategic partnerships with modern influencers, and multimedia campaigns, she has maintained a presence across generations.
Small businesses can take a similar approach by diversifying their communication channels, customizing content for different audiences, and creating genuine interactions with customers. Remember, building brand loyalty requires ongoing engagement and dialogue, not just one-off marketing campaigns.
PR lesson: Invest in building a strong social presence across multiple platforms where your audience is, and tailor your messaging to target different age groups, cultural backgrounds, and interests. Authenticity and relatability are key to success.
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5. Control the narrative
Madonna has always been in control of her own narrative, thanks to Liz Rosenberg, who worked with the pop star until 2015 and was her publicist for 32 years. No matter what criticism she faces, be it about her age, lifestyle choices, artistic direction or onstage performance, Madonna has consistently shaped the narrative. A great example of this is when she was recently criticized for “not acting her age.” She returned with an even stronger look and tour performance, proving that age is no barrier.
Small businesses can similarly take control of their own story by communicating proactively, addressing issues head-on, and finding a brand story that is consistent, compelling, and inspiring.
PR lessons: Be proactive with your PR. Share important updates, success stories, and interesting developments that align with your brand. By controlling the narrative, you can maintain a positive public perception and even turn potential negative stories into opportunities.
6. Crisis Management Communication
Madonna's willingness to push boundaries has landed her in hot water at times, but her handling of crisis situations has only strengthened her brand: she has always withstood criticism, dealing with controversies head-on — such as recent complaints about her onstage antics — and using humor to defuse situations and rally her fans in the face of adversity.
Small businesses can learn from her example by developing a proactive crisis communications strategy, making sure their spokespeople are trained to respond to issues quickly and transparently, and maintaining open lines of communication with stakeholders.
PR lessons: Develop a comprehensive crisis communications plan that anticipates potential crises and outlines roles, responsibilities, and response procedures. Showing transparency, authenticity, and empathy when appropriate is paramount to maintaining trust and credibility during a crisis.
Increase your company's brand presence
By demonstrating credibility, staying ahead of trends, telling compelling stories, engaging across generations, controlling the narrative, and preparing for crises, small businesses can build an influential brand that stands the test of time. With a good PR strategy, these things happen automatically.
About the Author
Dawn Carrington is an award-winning communications and PR powerhouse who has worked for the British Royal Family, the UK Prime Minister and judges on BBC Dragons' Den. Her experience ranges from start-ups to Fortune 500 companies. She currently provides PR and communications consultancy services and fractional communications leadership to small and medium-sized businesses, helping her clients improve their brand awareness, credibility and trust.
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