About 10 years ago I had the great honour to be a Visiting Lecturer at the University of Westminster, teaching undergraduates on its BA: Public Relations and Advertising course, focusing on its Campaigning and Persuasive Skills module.
There have been many films and TV programmes which explore the subject of Public Relations and all that’s involved in exercising it with Thank You For Smoking (2005) my favourite film which explores a lobbyist for Big Tobacco. It’s written and Directed by Jason Reitman and based on the 1994 satirical novel by Christopher Buckley.
By chance I watched the first episode of a TV drama that upon first viewing, didn’t hold me. Too violent and gory, but it was my daughter who suggested I persist as ‘it’s about public relations mum’, she encouraged me. I’m glad I did. Poor Ashley!!!
"The Boys," an Amazon Prime series based on the comic book by Garth Ennis and Darick Robertson, has garnered significant attention for its unflinching and often grotesque portrayal of superheroes. Unlike traditional superhero narratives, "The Boys" presents a world where superheroes, or "Supes," are managed by a corporate entity, Vought International. The series provides a dark and satirical look at the world of public relations (PR), highlighting the power and manipulation involved in shaping public perception. Here's an exploration of the various aspects of PR as depicted in "The Boys."
Image Crafting and Brand Management
At the heart of Vought International’s operations is the meticulous crafting of superhero personas. Each Supe’s image is carefully curated to maximise public appeal and profitability. Homelander, for instance, is portrayed as the quintessential all-American hero, embodying patriotism and moral righteousness. This carefully constructed image contrasts sharply with his true, sociopathic nature.
PR Lesson: In the real world, public figures and brands often present an idealised version of themselves to the public. "The Boys" exaggerates this concept to show how PR can mask darker realities behind a polished facade.
Crisis Management
Crisis management is a recurring theme in the series. When a Supe’s misdeeds come to light, Vought’s PR team swiftly moves to control the narrative. For example, when A-Train’s drug abuse is exposed, the company spins a story to mitigate the damage to his and Vought’s reputation. Similarly, when Homelander's atrocities are revealed, efforts are made to reframe the narrative or distract the public with other news.
PR Lesson: Effective crisis management involves quickly addressing issues, controlling the story, and sometimes deflecting attention. The show demonstrates both the power and ethical ambiguity of such strategies.
Media Manipulation
"The Boys" also delves into the manipulation of the media to serve corporate interests. Vought wields significant influence over news outlets, ensuring favourable coverage of the Supes while burying negative stories. This control over information flow is a critical component of their PR strategy.
PR Lesson: The relationship between corporations and media can significantly impact public perception. The series exaggerates this to underscore how media can be used as a tool for propaganda and misinformation.
Exploiting Social Issues
Vought often exploits social issues to enhance the Supes' images. For instance, the company promotes Queen Maeve’s LGBTQ+ identity and Starlight’s feminist stance to appeal to specific demographics. While these moves are presented as progressive, they are ultimately driven by profit motives rather than genuine advocacy.
PR Lesson: Brands frequently align themselves with social causes to resonate with target audiences. "The Boys" satirises this practice, revealing the potential for exploitation when motivations are insincere.
Public Perception vs. Reality
The stark contrast between the public personas of the Supes and their true behaviours is a central theme. While the public sees heroes, viewers are privy to their morally bankrupt actions. This dichotomy underscores the disparity between crafted public images and hidden realities.
PR Lesson: Authenticity in PR is crucial. When the truth eventually comes out, the fallout can be far more damaging than if transparency had been maintained from the start. "The Boys" amplifies this concept to illustrate the potential dangers of deception.
Ethical Dilemmas in PR
Throughout the series, the ethical dilemmas faced by PR professionals are highlighted. The show’s character Ashley Barrett, who becomes Vought’s PR head, often finds herself torn between corporate directives and her own moral compass. Her journey illustrates the personal and professional conflicts inherent in the PR industry.
PR Lesson: PR practitioners must navigate ethical challenges, balancing corporate interests with personal integrity. "The Boys" presents a hyperbolic but thought-provoking portrayal of these conflicts.
"The Boys" provides a fascinating and extreme exploration of public relations, offering valuable insights through its satirical lens. It exaggerates real-world PR practices to highlight the power and potential pitfalls of managing public perception. As viewers watch the Supes navigate their carefully crafted public images, they are reminded of the complex, and sometimes dark, reality behind the polished veneer presented by public figures and corporations. In this way, "The Boys" serves as both entertainment and a critical commentary on the power of PR in shaping society’s heroes.
This is a must-watch show for entertainment or if you’re a PR student. It’s well written, brilliantly acted and the special effects are clever, but it’s not for the faint of heart. The three main characters for me are Homelander, portrayed by Anthony Starr, Butcher played by Keith Urban and Colby Minifie’s Ashley Barrett. Be warned, there is liberal use of the C-word too! I’m watching the first three series for the third time and can’t wait for season four.
Diane