Movies can tell us where our society is, and where it is trying to go.
The films nominated this year for Best Picture at the Academy Awards tell a wide range of stories: young adults coming of age, commentary on race and power, a retelling of historical events and even a love story between a mute woman and a fish-man.
Here are some lessons that PR pros (and professional storytellers) can incorporate into their work.
***Disclaimer: Some spoilers ahead.***
1. “Call Me by Your Name”
IMDB summary: “In 1980s Italy, a romance blossoms between a seventeen-year-old student and the older man hired as his father’s research assistant.”
The takeaway: Universal experiences can resonate across diverse audiences.
Maybe you don’t know what it’s like to spend a summer in the Italian countryside, and perhaps you can’t connect with a teenage boy who is struggling with his confusing feelings for an older man. However, the feelings of first love and heartbreak are universal human experiences that we’ve all gone through, which is why this movie has garnered critical acclaim for its ability to resonate with such a wide audience.
When working with clients who are trying to reach an audience that may at first seem beyond its niche, PR pros can dig a little deeper to find a more relatable angle. Shared universal experiences are a great way to get in front of an audience you may have not otherwise been able to reach.
2. “Darkest Hour”
IMDB summary: “During the early days of WWII, the fate of Western Europe hangs on the newly appointed British Prime Minister Winston Churchill, who must decide whether to negotiate with Adolf Hitler, or fight on against incredible odds.”
The takeaway: Public opinion matters.
The public always takes your previous reputation and actions into consideration. Even though Churchill was ultimately right about Hitler and Nazi Germany, he had difficulty drumming up support within his government due to his poor reputation and failures throughout WWI. When dealing with a PR campaign for a particular company or brand, regardless of how genuine your intent (or how creative and compelling your rebranding tactics), your campaign will struggle to succeed if you can’t get buy-in from the general public.
[RELATED: Harness the power of video to tell your brand story]
3. “Dunkirk”
IMDB summary: “Allied soldiers from Belgium, the British Empire and France are surrounded by the German Army, and evacuated during a fierce battle in World War II.”
The takeaway: Consider non-traditional channels.
The Allied soldiers awaiting evacuation realized that a cargo ship that would evacuate 10,000 soldiers at once was not be a feasible option but using smaller civilian vessels could slowly help them accomplish the same goal.
Use this same mentality when approaching a PR campaign. Your story may not be appropriate for the front page of the New York Times, but if you reach out to multiple smaller outlets like niche blogs or social media influencers, you may end up having an even greater impact by building engagement with unconventional channels.
4. “Get Out”
IMDB summary: “ It’s time for a young African-American to meet with his white girlfriend’s parents for a weekend in their secluded estate in the woods, but before long, the friendly and polite ambience will give way to a nightmare.”
The takeaway : Pay attention to possible red flags.
From inappropriate racial comments made by party attendees to physically jarring reactions to a camera flash, the protagonist Chris ignored warning signs until it was nearly too late.
When planning a campaign or outreach strategy, pay attention to your gut. If something feels off, or if you’ve gotten questionable feedback from colleagues or media you’ve approached, consider it a red flag and reconsider your approach.
5. “Lady Bird”
IMDB Summary: “ In 2002, an artistically inclined seventeen-year old girl comes of age in Sacramento, California.”
The takeaway: Be authentic.
A high school senior styles herself as “Lady Bird,” a girl from the wrong side of the tracks who longs for adventure and cultural experiences away from her hometown. In an attempt to fit in, she ends up caught in several lies that hurt her relationships. When establishing a PR campaign for a brand, try to stay as authentic as possible. People can easily tell if something is not coming across as genuine, and that will end up damaging your reputation. Audiences are generally much more receptive to brands that are authentic and stay true to their roots.
6. “Phantom Thread”
IMDB Summary: “ Set in 1950’s London, Reynolds Woodcock is a renowned dressmaker whose fastidious life is disrupted by a young, strong-willed woman, Alma, who becomes his muse and lover.”
The takeaway: Expect disruption.
The character of Reynolds Woodcock, portrayed by Daniel Day-Lewis lives a very controlled and planned life, obsessing over his day to day routine. When he encounters a new love interest named Alma, she becomes his muse, though he lashes out at her when she deviates from his daily customs.
Just like Woodcock, PR pros should never become too comfortable with the status quo. There is always something just around the corner that could disrupt your plans, whether it’s a breaking news story or a crisis situation that demands an immediate response.
7. “The Post”
IMDB summary: “A cover-up that spanned four U.S. Presidents pushed the country’s first female newspaper publisher and [her] hard-driving editor to join an unprecedented battle between the press and the government.”
The takeaway : Journalism is (still) not dead.
Though the film relays the events that took place nearly 50 years ago, the story of the Pentagon Papers is still incredibly timely today. The film shows that journalism plays an incredibly important role in our society.
From sharing entertaining personal stories to holding people in powerful positions accountable for their actions, we (both PR pros and society in general) continue to turn to journalists to keep us well informed.
8. “The Shape of Water”
IMDB Summary: “At a top secret research facility in the 1960s, a lonely janitor forms a unique relationship with an amphibious creature that is being held in captivity.”
The takeaway : A story can be told through more than just words.
Director Guillermo del Toro has been praised as a master storyteller, and this film is a great example of how he uses visual elements words to elevate a story. With the plot revolving around a protagonist who is mute and another major nonverbal character (in the form of an amphibious fish god), much of the story is told not through words, but through the performances of the actors, the musical score and even the production design.
PR pros can go beyond words, too and use things like video, photos and infographics to help capture an audience’s attention.
9. “Three Billboards Outside Ebbing, Missouri”
IMDB Summary: “A mother personally challenges the local authorities to solve her daughter’s murder when they fail to catch the culprit.”
The takeaway: Use bold tactics.
Sometimes a compelling story just isn’t enough to get attention. Frances McDormand portrays a mother struggling to get justice for her murdered daughter. Eventually, she gets fed up at the lack of action surrounding the case, and leases three large billboards calling out the local sheriff—which ultimately gets the attention of the town, the media, and the police department.
Sometimes, even though you may have a newsworthy item or a great story, PR pros need to use bold tactics to break through the noise. If your press release or pitches aren’t resonating, it’s time to consider a new tactic.
Dee Donavanik (@donavanik) is Vice President at Scott Circle Communications (@ScottCircle), a full-service public relations firm based in Washington, D.C .
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