PR Lessons From Madonna: What Small Businesses Can Learn

Standing in a record-breaking crowd of 1.6 million people on the final date of Madonna’s Celebration Tour in Rio de Janeiro (Brazil), I shook my head in disbelief at the sheer magnitude of her success. Millions of fans chanting her name, singing along to her iconic songs and breaking a world record.

I later reflected on how few brands have as much influence and longevity as Madonna. As a publicist to both celebrities and small businesses, I analyzed what tools she has employed in her PR playbook that could employed in other industries.

With a career spanning four decades, Madonna has dominated music charts—and nailed her public relations. Through thinly-veiled PR stunts (think on-stage kisses with Britney), an underlying strategy has enabled her to attract every type of strategic corporate and influencer partnership to the table.

Her PR playbook has some surprisingly valuable insights that small businesses can use to up their own PR game.

PR lessons you can learn from Madonna

1. Authenticity

Madonna's authenticity has been central to her PR success. From her early days as a provocateur to her evolution into a cultural icon, she has remained steadfast in her persona and brand, whether people were fans or not.

Small businesses can emulate this by staying true to their core identity and values in their PR, rather than mimicking competitors or chasing fleeting trends. Authenticity builds trust and connection with your audiences, laying a solid foundation for long-term success.

PR lesson: Clearly define your brand's core values and mission statement, and ensure that your PR efforts align with these principles. Authenticity is not just a buzzword—it's the cornerstone of effective communication.

2. Strategic trendsetting

Madonna's ability to anticipate and embrace cultural shifts has kept her at the forefront of her industry. From her pioneering blend of pop and controversy in the 1980s to her adaptation to evolving musical trends, she has consistently reinvented herself in order to stay relevant.

Small businesses can adopt a similar mindset by actively monitoring market trends, anticipating consumer preferences, and innovating their products or services accordingly. However, being a trendsetter requires courage, creativity, and a willingness to try new things.

PR lesson: Stay ahead of the curve by keeping your finger on the pulse of your industry. Don't be afraid to push boundaries and pioneer new trends—fortune favors the bold.

3. Compelling storytelling

Madonna's grasp of storytelling extends beyond her music and encompasses every aspect of her brand. Whether through her fashion choices, personal life narratives, or social media, she has captivated audiences with compelling narratives that resonate with her audience.

Small businesses can use storytelling to elevate and humanize their brand, forge emotional connections with consumers, and differentiate themselves from competitors. Every product launch, corporate initiative, or PR campaign should tell a cohesive story that engages and inspires people into action.

PR lesson: Identify the unique narratives within your brand—its origins, values, challenges, successes—and weave these into your PR efforts. Storytelling creates a connection with consumers that goes beyond transactional relationships.

4. Engaging across generations

Madonna's ability to connect with diverse audience demographics is a testament to her approach to engagement. Through savvy social media tactics, strategic partnerships with contemporary influencers, and multimedia campaigns, she has maintained relevance across generations.

Small businesses can take a similar approach by diversifying their communications channels, tailoring content to different audiences, and creating genuine interactions with their customers. Remember, building brand loyalty requires ongoing engagement and dialogue, not just one-off marketing campaigns.

PR lesson: Invest in building a robust social presence across multiple platforms where your audience hangs out and tailor your messages to target different age groups, cultural backgrounds, and interests. Authenticity and relatability are key to success.

5. Taking control of the narrative

Madonna has always been great at controlling her narrative, thanks in large part to her former publicist of 32 years, Liz Rosenberg, who worked with the pop star up to 2015. Whether Madonna is facing criticism about her age, lifestyle choices, artistic direction, or onstage act, she consistently shapes the narrative. A great example of this is when she recently came under criticism for not "acting her age"; she came back with an even stronger look and tour act, proving that age is no barrier.

Small businesses can similarly manage their narratives by being proactive in their communications, addressing issues head-on, and finding a brand story that remains consistent, compelling, and inspirational.

PR lesson: Be proactive in your PR. Share important updates, success stories, and interesting developments that align with your brand. By controlling the narrative, you can maintain a positive public perception and even turn potential negative stories into opportunities.

6. Crisis communications

Madonna's willingness to push boundaries has occasionally landed her in hot water, but her handling of crisis situations has only reinforced her brand. Whether addressing controversies such as the recent complaints about her on-stage antics head-on, leveraging humor to defuse a situation, or rallying her fan base in times of adversity, she has consistently been resilient under fire.

Small businesses can learn from her example by developing a proactive crisis communications strategy, ensuring their spokespeople are trained to respond swiftly and transparently to issues, and maintaining open communication with stakeholders.

PR lesson: Anticipate potential crises and develop a comprehensive crisis communication plan that outlines roles, responsibilities, and protocols for response. Demonstrating transparency, authenticity, and empathy where appropriate are paramount to maintaining trust and credibility during a crisis.

Elevate your company's brand presence

By demonstrating authenticity, staying ahead of trends, telling compelling stories, engaging across generations, taking control of the narrative, and preparing for crises, your small business can build an influential brand that stands the test of time. When you have a great PR strategy, these things happen automatically.