I first watched the original Kristin Chenoweth-Idina Menzel Wicked in the mid-2000s. Not on Broadway, but on a grainy, low-res and probably illegal recording on my laptop (shoutout to Pirate Bay). The quality was terrible, but the story was pure magic.
When Wicked finally came to my country (the Philippines) in 2017, I was thrilled. But I was in the early stages of pregnancy with my second child and too nauseous to go on the night we had tickets. I promised myself I’d catch it when the next opportunity ame. Fast forward to the summer of 2024—it was finally in Toronto! But life happened, as it does when you have three kids, and I didn’t get to see the live show yet again. So, when the movie came out, there was NO WAY I was missing it.
For the uninitiated, Wicked is the backstory of Elphaba, the Wicked Witch of the West and Glinda, the Good Witch of the North, in The Wizard of Oz. It reimagines their lives before they became the iconic figures we know, exploring how their paths crossed, their unlikely friendship and the events that ultimately set them on opposing journeys.
At its core, Wicked is a story that challenges what we think we know about heroes and villains, showing us the complexities and shades of grey that exist in every narrative. And while Wicked‘s marketing campaign may not have reached Barbie levels, it still bewitched me with the PR lessons hidden in its storyline.
- Dig Deep: Ask the “What If” Questions
Generations from Boomers to Alpha are at least familiar with The Wizard of Oz: Dorothy and her band of misfits, the Yellow Brick Road and the Wicked Witch of the West. But in 1995, Wicked author Gregory Maguire dared to ask: What if the Wicked Witch wasn’t always wicked? This bold question turned into a book, which turned into a Broadway sensation in 2003 and a blockbuster movie in 2024.
For PR professionals, asking “what if” can unlock a new way of seeing a story. Whether it’s a product launch, a brand initiative or a survey result, the most compelling narratives come from digging into the how’s and why’s. Just like Wicked reframed a classic tale, great PR turns the obvious into something that truly resonates with your audience.
What it means for PR: Don’t stop at the familiar version of a story. Ask the “what if” questions and explore the untold angles that can pique your audience’s interest.
- Green is In: Lean Into Differences
While Glinda’s charm and charisma may have audiences tickled pink, it’s Elphaba’s green skin and her willingness to embrace it that sets her apart and makes her truly unforgettable. Elphaba’s confidence in owning her differences offers a powerful lesson in standing out rather than blending in.
For PR professionals, this means amplifying and celebrating what makes your client or spokesperson unique. Is it a niche industry focus—such as a financial planner with expertise in NFTs, art or collectibles? Or maybe it’s a third-generation builder who’s lived through real estate booms and busts and can provide unmatched insights. When clients lean into what makes them different, they don’t just stand out—they connect with audiences on a deeper level, becoming memorable voices in a saturated market.
What it means for PR: Help clients lean into what makes them unique, even if it’s unconventional. It’s not about being different for the sake of it, it’s about demonstrating what makes them valuable, relevant and relatable in their distinct way.
- Against the Flow: Unpopular is the New Popular
Glinda’s song Popular is all about following what’s trendy, but in PR, the real magic often lies in the unexpected. Pitching journalists with ideas and angles that challenge the status quo or offering spokespeople with fresh perspectives.
For example, when the Bank of Canada cuts interest rates, the obvious narrative is that it will pull buyers back into the housing market. But an opposing perspective—exploring the unintended consequences or questioning whether it’s too little, too late—can often resonate more deeply. These “unpopular” opinions show thought leadership and add depth and nuance to the conversation.
What it means for PR: Don’t shy away from unconventional ideas. The most memorable campaigns often come from challenging assumptions and offering fresh perspectives.
- Defy Gravity: Take Creative Risks
At K&P, we often ask in brainstorming sessions, What’s the idea that could get us fired? These are the bold, gravity-defying ideas that feel risky but often lead to the most exciting results. Whether it’s an intimate influencer event to authentically promote a condo development or pitching an unconventional story angle for a financial client, taking creative risks are what help campaigns stand out.
Last year, our team created a bold, first-of-its-kind event showcasing Amazon Alexa’s accessibility features while also sparking meaningful conversations on accessibility and inclusivity. Bringing together influencers, disability advocates and inclusivity champions with lived experiences, the event inspired authentic user content and set a new benchmark for accessibility events for Amazon Devices.
What it means for PR: Take the bold leap, even in traditional industries like finance or real estate. Daring ideas are what get attention and spark engagement.
- Smoke and Mirrors: Image Isn’t Everything
The Wizard built up a reputation that presents himself as wonderful and all-powerful. But behind the curtain, he’s just a man with a loudspeaker, a smoke machine and some clever tricks. It’s a classic example of how image alone can’t sustain you. If a brand’s narrative isn’t backed by real action, then the illusion will inevitably crumble.
We’ve seen it happen countless times, especially with businesses jumping on the sustainability bandwagon without putting in any work. Greenwashing accusations have become all too common, as bold claims fall apart under closer scrutiny. The takeaway? Authenticity and transparency shouldn’t just be buzzwords in brand building: they are necessities. Don’t make claims you’re not able to defend in court.
What it means for PR: Build reputations on truth, not illusions. Audiences are smarter and savvier than ever, and they can spot inauthenticity from a mile away.
So, whether you’re helping a client find their voice or pitching an unconventional idea, remember, sometimes the most “wicked” moves in PR are the ones that defy the norm.