How Digital PR Meets Automation: A Conversation with Manychat’s Mady Lanni

By
Brandi Sims, MBA, PhD
– Founder & Host, The Brandinc PR Podcast | Brandinc PR (Austin, TX)

Listen on Apple Podcasts
Listen on Spotify
Watch on YouTube

🎙️ The Future of PR Is Digital—And a Little Automated

In this episode of The Brandinc PR Podcast, I sit down with Mady Lanni, PR Lead at Manychat—the tool behind those viral “comment ‘cookie’ and I’ll DM you the recipe” posts lighting up your IG feed. With roots in digital PR and SEO, Mady shows how modern PR can deliver brand love and measurable growth.

“PR isn’t just about awareness anymore—it’s about growth, conversions, and connecting the dots between storytelling and search.” — Mady Lanni

🔍 Why PR + SEO = Your Growth Power Couple

Traditional PR builds reputation; digital PR turns that reputation into search visibility. Backlinks, authoritative mentions, and data-driven storytelling fuel rankings and organic traffic—especially when PR and SEO teams move in lockstep.

Pro tip for Austin, Dallas, and Houston brands: Align your media calendar with your content clusters and link targets. Every hit should have a search job.

• Map pitches to target keywords and pillar pages
• Use proprietary data or expert commentary to earn high-authority links
• Measure lifts in impressions, CTR, and assisted conversions

⚡ Reactive PR: Jump When It’s Right, Pass When It’s Noise

Not every trend deserves a press push. Mady breaks down a fast filter for newsjacking that lands:

1. Relevance: Does your POV, data, or product naturally fit?
2. Timing: Can you deliver value (not fluff) within the news cycle?
3. Originality: Are you saying something new—or just louder?

When those boxes tick, you can strike gold. When they don’t, sit it out and save your ammo.

💬 Automation That Still Feels Human

With Manychat, brands scale conversations without losing voice. For PR teams juggling launches and thought leadership, automation handles follow-ups, content delivery, and community nurture—so you can stay focused on relationships and narrative.

• Auto-DMs for lead magnets, press kits, and episode links
• Segmented follow-ups for journalists, creators, and customers
• Event reminders and media briefing flows

💼 Team Building: How Mady Leads Modern Comms

Mady’s leadership mantra: hire for curiosity, measure what matters, and create space to experiment. The next viral win could come from your intern’s brainstorm—if you’ve built a system to test and learn.

🎧 Listen, Watch, Share

Catch the full episode wherever you listen. If this helped you rethink PR + SEO, share it with your team and tag us—we love seeing your takeaways.

Apple Podcasts
Spotify
YouTube

<!– OPTIONAL JSON-LD SCHEMA (keep if your theme allows

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:

• Viral misinformation campaigns

• Political advertising

• Media spin

• Social media dogpiling

• “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:

• Influencers with zero expertise but perfect aesthetics

• Politicians who become famous off charisma

• Public figures who look the part before they play the part

• 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:

• Misquoted

• Clipped out of context

• Reframed to fit a narrative

• 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:

• Misjudged

• Misquoted

• Taken out of context

• Targeted by misinformation

• 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:

• Launching a startup

• Rebranding your business

• Pitching media

• Building your online presence

• Managing community relations

• 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:

• Media strategy

• Brand messaging

• Crisis comms

• Pitching

• Storytelling

• 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.