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."

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 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.

"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.

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.

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.

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

Traditional media continues to hold value in promoting talent in the arts and entertainment sectors, particularly in the case of heritage and legacy artists, for several reasons:

1. Wider Reach: Traditional media platforms, such as television, radio, and print, often have a broad and diverse audience base. They reach a wide range of demographics, including older generations who may be less inclined to engage with digital platforms. This wider reach allows heritage and legacy artists to connect with a larger audience and gain exposure to new fans who may not be actively seeking out digital content.
2. Credibility and Authority: Traditional media outlets often have established credibility and authority built over years of operation. When they feature an artist or endorse their work, it carries a certain level of validation and legitimacy. This can be particularly important for heritage and legacy artists who have a long-standing reputation and a body of work that has stood the test of time. Being recognised and promoted by reputable traditional media sources can help solidify their position in the industry and attract new opportunities.
3. Contextualisation and Narrative: Traditional media has the advantage of storytelling and providing context. Through interviews, profiles, and documentaries, they can delve into an artist's background, influences, and creative process. This deeper understanding of an artist's journey and body of work helps audiences appreciate their significance and legacy. It allows for a more nuanced portrayal that can capture the essence of the artist and their contributions, which can be harder to achieve in shorter digital formats.
4. Multigenerational Appeal: Heritage and legacy artists often have a fan base that spans multiple generations. Traditional media platforms offer an opportunity to bridge the generation gap by reaching both older and younger audiences simultaneously. They can introduce the artist's work to younger generations who may not be familiar with them, fostering appreciation for their contributions to the arts and entertainment industry.
5. Adaptation to Digital Platforms: While traditional media outlets have their roots in pre-digital eras, many have adapted and expanded their presence to digital platforms. They maintain their brand recognition and leverage their existing audience base while also reaching new audiences through online channels. By embracing digital platforms, they can combine the benefits of traditional media with the accessibility and interactivity of the digital world.

It is worth noting that traditional media should not be seen as the sole or exclusive means of promoting talent in the arts and entertainment sectors. Digital platforms, social media, and streaming services have revolutionised the industry, offering new avenues for artists to gain exposure and engage with their audience. However, traditional media continues to play a vital role in reaching a diverse audience, establishing credibility, and honouring the legacy and contributions of heritage artists.