When you think of Wicked, you can’t help but picture pink and green, flying monkeys, and Cynthia Erivo belting out that final note as she soars into the sky defiantly.
Last week, I had the opportunity to see Wicked: For Good. As someone who has seen the first Wicked movie three times, I was incredibly excited.
Although Wicked is an entertaining movie for kids and adults alike, as a PR professional, it resonated with me differently. While munching on my giant tub of heartburn, I couldn’t help but feel sympathy for Elphaba because I knew deep down she wasn’t a villain, just someone with a very bad public image. I mean, all of Oz hated her except two people – it doesn’t get much worse than that, right?
It reminded me how easy it is to be branded in a negative light, and more importantly, how critical it is to control your own narrative before someone else does it for you.
The Power of a Controlled Narrative
Let’s go back to the first Wicked for a moment. Before Elphaba learns the truth about the Wizard, she was adored by her mentor Madame Morrible, her classmates, and her best friend, Glinda. She had big, promising dreams of what her life could be. To note, it took someone who already had a carefully curated public image (Glinda) to deem Elphaba and all her greenness as “good.”
The moment Elphaba refused to conform to societal norms and challenged those in power, her story was told in a completely different way. She went from promising student to the “Wicked Witch” overnight – not because she changed, but because she lost control of her narrative.
In Wicked: For Good, Elphaba tries to clear her name at the grand opening of the Yellow Brick Road by writing “Our Wizard Lies” in the sky. Unfortunately, Madame Morrible uses her powers to alter the clouds to say “Oz Dies’’ instead. This causes the people of Munchkinland to scream and run in fear. It’s a bit dramatic if you ask me. All I could think was, “Elphaba just can’t catch a break!” Once again, those in power have used their influence to undermine her efforts and manipulate the truth.
When the Damage Is Already Done
Every time Elphaba tries to clear her name, she is thwarted, and her situation worsens. The rumors about her were ridiculous – I watched in disbelief as the Lion accused her of ‘cub-napping’ her (this guy!). Nevertheless, people believed in these accusations because she had already been branded as the villain. Even her own sister, Nessa, was able to convince Boq that Elphaba is the reason he has to drink oil for the rest of his life.
Ironically, the rumor claiming that water could melt her green skin ultimately saves her, as Dorothy believes she melted and assumes the ‘Wicked Witch’ was finally defeated, freeing her from always being on the run.
Crisis communications often reveal a harsh truth: once you lose control of your narrative, regaining it becomes much more difficult. In reality, if Elphaba had a publicist, she would have been able to live blissfully in her treehouse, singing melodies in D major.
PR Takeaways
Elphaba’s story is a cautionary tale for any brand, organization, or individual. Here’s what we can learn from a PR standpoint:
Be proactive, not reactive – Elphaba’s downfall began when she let others define her, after her confrontation with the Wizard. In PR, waiting until a crisis hits to tell your story means you’re already playing defense.
Authenticity matters, but so does strategy – Elphaba stayed true to herself, which is admirable. But she failed to communicate her side effectively to the people of Oz. Being authentic without a communication strategy can lead to misinterpretation or, worse, make people think you’re a monstrous villain.
Misinformation spreads faster than truth – The wild accusations against Elphaba gained traction because there was no counter-narrative. Elphaba was truly on a team of one. Not even her old nanny, an anthropomorphic bearDulcibear, would stand by her and help – and they go way back! In today’s world, silence or delayed response can be just as damaging as the false claims themselves.
Your reputation is built over time but can be destroyed in moments – Between her relationship with Glinda and her epic dance at the Ozdust Ballroom, Elphaba had created goodwill amongst her peers. However, once the Wizard and Madame Morrible framed her as a threat, that goodwill evaporated almost instantly.
The lesson is clear: own your story, or someone else will write it for you. And trust me, their version won’t be the one you want told.