When I walked out of Wicked 2, I had one immediate reaction:
This is a PR movie.
Not a fantasy film.
Not just a Broadway adaptation.
But a masterclass in branding, image management, propaganda, and crisis communications — the exact things we help clients navigate every single day at Brandinc PR, based here in beautiful Austin, Texas.
And if you’re a brand, small business, entrepreneur, creative, or PR professional, this movie offers real lessons you can use in your communications strategy right now.
Let’s break down how Wicked 2 reveals the power of storytelling — and how quickly a misunderstood narrative can turn into a full-blown crisis when you lose control of your message.
⭐ 1. Propaganda in Oz: When Messaging Shapes Reality
One thing the Wizard’s team does exceptionally well?
Repetition.
Flyers. Posters. Slogans.
Everywhere you turn in the Emerald City, you see the same anti-Elphaba messaging designed to paint her as dangerous — long before the public ever hears her side of the story.
This is classic PR… when used unethically.
In today’s world, we see this with:
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Viral misinformation campaigns
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Political advertising
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Media spin
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Social media dogpiling
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“Fear first” content strategies
The lesson here for modern brands?
Consistency is powerful — so use it intentionally, ethically, and strategically.
Because people believe what’s repeated, even when it’s not the truth.
⭐ 2. Glinda: A Brand Before She’s a Witch
There is no better example of brand manufacturing than Glinda.
Her bubble entrance.
Her wand.
Her stage presence.
Her perfectly curated public image.
Oz turns Glinda into a PR darling long before she earns the title of “good witch.” And we see this constantly in real-world PR:
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Influencers with zero expertise but perfect aesthetics
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Politicians who become famous off charisma
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Public figures who look the part before they play the part
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Brands built off visuals instead of values
As a PR consultant in Austin — a city full of creatives, founders, and emerging leaders — I coach clients every day on this truth:
Brand perception is powerful, but it must be grounded in authenticity.
Because what’s built on image alone eventually cracks.
⭐ 3. Crisis Comms: When Your Words Get Used Against You
One of the most impactful PR parallels in Wicked 2 is when Elphaba’s words are altered from:
“He lies.” → “Oz dies.”
This is message manipulation at its most dramatic.
But it reflects how, in real media environments, messages often get:
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Misquoted
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Clipped out of context
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Reframed to fit a narrative
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Weaponized during high-emotion moments
Elphaba goes from misunderstood heroine to city-wide villain — not because of her actions, but because of how her actions were communicated.
For brands in Austin (and everywhere else), this is a critical reminder:
If you don’t control your narrative, someone else will — and they may not have your best interest at heart.
⭐ 4. Reputation Management: Elphaba as the Misunderstood Brand
Elphaba represents every brand that has ever been:
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Misjudged
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Misquoted
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Taken out of context
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Targeted by misinformation
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Silenced before they could speak
She becomes a villain not by choice, but because Oz had a stronger communications machine.
This is why proactive PR matters.
It’s why brands need crisis plans.
It’s why regular media visibility builds credibility before a crisis hits.
At Brandinc PR, we always remind clients:
Your reputation is your most valuable currency — protect it before you need to defend it.
⭐ 5. Real PR Lessons from Wicked 2
Here are five simple, actionable takeaways for businesses and thought leaders in Austin and beyond:
✔ 1. Visibility beats ability — so show up online.
✔ 2. If you don’t tell your story, others will fill in the blanks.
✔ 3. Emotional narratives spread faster than factual ones.
✔ 4. Branding is powerful, but authenticity is stronger.
✔ 5. Crisis comms is not optional — it’s preparation, not paranoia.
These lessons aren’t just theatrical.
They’re the same principles guiding PR every day in 2024 and beyond.
🌿 Why This Matters for Austin Creatives, Founders & Nonprofits
Austin is a city built on storytelling — tech, arts, culture, creators, small business owners, social impact leaders.
Whether you’re:
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Launching a startup
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Rebranding your business
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Pitching media
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Building your online presence
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Managing community relations
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Preparing for crises
The same PR principles that shaped the Emerald City apply right here.
If Wicked 2 taught us anything, it’s this:
Great PR can make heroes — and bad PR can make villains out of people who never deserved it.
And that’s why strategic communication matters.
✨ Ready to Strengthen Your Brand Story?
If you loved this breakdown and want deeper guidance on:
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Media strategy
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Brand messaging
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Crisis comms
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Pitching
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Storytelling
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Reputation management
Our PR Playbook Bootcamp is open now.
Use code BLKFDY for $200 off today.
Or, if you’re in Austin or nationwide and want one-on-one PR support, contact us at Brandinc PR — we’d love to support your story.
