With Halloween upon us, we’re getting into the spirit of the season and have our favorite scary movies and TV shows on our minds. Can you blame us? Horror movies are packed with breathtaking, spine-tingling, heart-stopping fun. Few things can top a good, hearty scare this time of year. And not only that – the best horror movies go one step further and provide teachable moments that go beyond your seasonal shock. Think about it: A protagonist encounters a conflict they must survive or an antagonist they must overcome. Such stories can provide lessons that apply to anyone and everyone, including those of us in the world of PR. Below are a few of our favorite horror classics and the lessons that PR pros can take away and apply in their professional lives.
1. A Nightmare on Elm Street – When the going gets tough, don’t get caught snoozing.
Being effective and successful in public relations requires you to stay on your toes. You need to keep ahead of any harmful or negative stories that may appear and do your best to protect your client. You must also remain vigilant to position your client for relevant awards, speaking opportunities and newsjacking opportunities that may apply to trending news.
This attentive approach is not unlike being a reporter and staying on top of news developments in preparation for the next big scoop – or in the case of the teenagers in the 1984 horror classic A Nightmare on Elm Street, fighting off sleep to evade an evil spirit who will terrorize you in your dreams. Like the young people in that film, you must catch yourself before you nod off so you don’t fall victim. It’s in those moments when you’re caught off guard that you’re left vulnerable and opportunity is missed.
2. Halloween III: Season of the Witch – Never underestimate the power of an effective marketing strategy.
We all know the indelible mark that an effective marketing campaign can have on our collective consciousness, influencing our brand awareness. Whether it’s from television, radio or our favorite podcast, there are countless slogans, commercials and musical jingles that the average consumer can reference off the top of their head. This can ultimately have a significant impact on products or brands such as your favorite fast-food restaurant, soda, brand of shampoo or choice of candy bar.
The power of marketing is certainly on display in the 1982 cult classic Halloween III: Season of the Witch. The Silver Shamrock toy company markets its popular latex Halloween masks to children with a simple-yet-catchy commercial jingle while promoting its big Halloween giveaway:
Hap-py, Happy Halloween
Halloween, Halloween
Hap-py, Happy Halloween
Sil-ver Shamrock
The masks fly off the shelves, but what the poor kiddos don’t realize is the malevolent intent behind the sale of these masks. The power of marketing should always be used for good and never for nefarious activity.
3. The Walking Dead – Be prepared should you encounter the worst.
Many of us have theoretically planned what we’d do should a zombie apocalypse befall us. Whether it involves being armed to the gills in case of attack or hunkering down at an abandoned facility to serve as a fortified stronghold, compiling a mental checklist for survival really isn’t hard. The popular TV series The Walking Dead, which follows a group of survivors fleeing a zombie horde, has shown viewers what practices would work – and which ones would not.
This foresight and resourcefulness for crisis-planning shouldn’t be limited to instances of when zombies attack. PR professionals should have a plan ready for any potential worst-case scenarios they can foresee regarding client-related projects. This helps minimize the margin for error and eliminate any avoidable mishaps. It’s important to have a protocol in place and crisis-messaging templates on file to ensure processes are followed and executed swiftly. You’re not necessarily anticipating failure but taking proactive steps to protect your client in those instances when things go wrong, leaving one less thing to worry about amid any chaos.
4. Scream – Keep the media on your side, they will only help you find success.
PR professionals rely heavily on journalists. We may not always agree with everything the media writes or reports, but we absolutely need reporters for coverage of the amazing things our clients and partners are doing with their respective businesses. Maintaining a positive working relationship with journalists is essential to our success. Even in those instances when news reports may not be favorable, not appropriately working with media members and neglecting to protect these relationships can lead to harmful publicity for your client, your agency and can impede future coverage.
In the 1996 horror classic Scream, teenager Sidney Prescott is dealing with the anniversary of her mother’s murder when a mysterious new killer terrorizes her town. She often finds herself clashing with the story-chasing, fame-seeking journalist Gale Weathers, who covered her mother’s murder. This strained relationship causes Sidney a great deal of anger and distress. Eventually, the two stop being adversaries, and Sydney learns that her media counterpart can be a truly helpful ally – and that media folks can even avail you when you find yourself in a tight spot.
5. Stranger Things – In the face of adversity, teamwork makes the dream work.
As the group of youngsters from the popular TV series Stranger Things showed viewers, few can overcome an antagonist alone. When their young friend Will Byers goes missing, the group of childhood chums turns to each other to track down their missing friend, demonstrating that the sum of a team is always greater than its parts. They show that working together can make any obstacle attainable. Whether you’re facing an impending PR crisis or a Demogorgon from an alternate dimension, your best course of action likely involves the support of your teammates and those around you.
Incredible results don’t just happen from the work of one person. Many companies rely on the combined successes of multiple departments – sales, marketing, customer service – to achieve their business goals. Campaigns must be appropriately conceived and developed and results must be tracked. For public relations, make the most of your amazing PR team to launch your plan of attack and achieve your desired results. With the power of your team, you may be surprised by what you’re able to accomplish.