Advertising, marketing, and PR often spark interest in the film industry and the world of television series. These constructed worlds are designed to be appeal to everyone, incorporating useful procedural elements, yet also employing methods that may look good on screen but are inherently risky and unethical from a professional standpoint. Let’s explore some examples where the PR profession has been portrayed in films and series.
“If you don’t like what’s being said, change the conversation.”
– Don Draper
“Mad Men” is set in the 1960s and showcases the world of advertising and public relations among American advertising agencies. The series follows the Sterling Cooper advertising agency, depicting how professionals work with clients and media outlets. The term “Mad Men” is actually a short form of “Madison Avenue men,” which became a catchphrase among advertising agency executives in the 1950s.
In this series, various best practices can be observed, such as the importance of researching data and background information or the application of personalized strategies. The Sterling Cooper agency often takes steps to understand clients in detail and gain a better understanding of target audiences. In one scene, for example, Don Draper, the creative director, says:
“Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay.”
This quote illustrates that one tool of PR and advertising practice is understanding clients’ needs, desires and emotions and striving to provide them with a solution to achieve their desired goals. The use of personalized messages and strategies is becoming increasingly important. Understanding the needs and motivations of clients and target audiences enables effective communication and relationship building.
The series also presents cases that are fundamentally unethical in the profession, such as covering up or minimizing alcoholism and other personal problems among clients or company leaders to maintain a good reputation. Or the use of misleading information and manipulative messages to influence public opinion.
“The truth is whatever I tell the public it is.”
– Olivia Pope
“Scandal” is a political thriller series centered around crisis manager Olivia Pope, who is capable of manipulating media narratives and adeptly shaping her clients’ reputations and public images.
In this series, too, we can find some professional gems, processes for crisis management, and rapid problem-solving, as Pope & Associates, led by Olivia Pope, often finds itself in crisis situations where quick action is needed.
In one scene, the following quote is uttered:
“It’s not the secrets that cause the problems; it’s the assumptions that people make about those secrets.”
This quote highlights that continuous communication is crucial during crisis management. Providing detailed information to the public and conveying accurate information helps avoid misunderstandings and negative assumptions. However, this requires a well-thought-out crisis scenario and crisis management guide. During crisis management, PR professionals must take on a clear leadership role, continuously monitor news, public opinion, social media platforms, and partner feedback, inform the client, and develop communication narratives accordingly.
Maintaining clients’ trust and credibility is essential during crisis management. It is important to proactively and effectively handle crises and to communicate messages accurately and clearly to the audience, providing a solution for every scenario that may arise. Not communicating in such situations is the worst thing we can do.
We are Gladiators
“You are a gladiator. Gladiators don’t run, they fight, they slay dragons, they wipe off the blood, they stitch up their wounds, and they live to fight another day” – Olivia Pope.
Olivia’s other widely known quote perfectly summarizes the challenges and beauties of the marketing, advertising, and PR professions alike. Along these lines, there are two more series worth reviewing from a professional perspective: “The Newsroom” and “The Morning Show.” Both depict the world of news and news production behind the scenes. These series can also be used as internal communication tools, creating short case studies from it, using them for mentoring programs within the company, or incorporating certain elements or scenes into a media training or message-building workshop.
