What Beauty and the Beast Teaches Us About PR - Heying
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March 16, 2017

What Beauty and the Beast Teaches Us About PR

The “tale as old as time” is getting a fresh take. Disney is rebooting Beauty and the Beast as a live-action film that’s hitting theaters. The excitement is inevitable with the first trailer earning 127 million views in the first 24 hours of being posted.

As PR experts, what can we take away from one of our favorite fairy tales? Here are a few takeaways from the film’s PR campaign:

  1. Play to people’s emotions.

From the casting announcements, to the final trailer, Disney has shared with moviegoers, people have been sharing their excitement on social media.

For PR pros, the content marketing tips from Disney’s latest live action film campaign are plentiful. Use captivating visuals, get your employees to tell your brand’s stories, and encourage social interaction with questions and contests.

The underlying theme in Disney’s content produced for this film is simple: play to people’s emotions. Decent stories may be interesting, but excellent stories evoke emotions. Tug at heartstrings or make people laugh. If you can dive into the emotions of your audience, you’re golden.

  1. Anticipate issues, but know that you can’t make everyone happy.

Though the project is a remake of a classic Disney film, there’s a big difference in the live-action version: LeFou is portrayed as homosexual.

LeFou serves as the sidekick to the film’s primary antagonist, Gaston. LeFou is set to feature in a small subplot of his own when it comes to his sexuality.

With change comes opinion. Many fans have reacted positively to this change while others reacted negatively

Disney remains firm on its decision to add themes of diversity to its film.

Anticipate crises before you launch your PR or marketing campaign—especially if it contains a risqué or controversial element. It’s also important to realize that you can’t make everyone happy. Stick to your beliefs and your supporters will come to your organization’s defense.

  1. Invite audiences to an experience.

Though the excitement for Beauty and the Beast is huge, Disney is predicted to earn more than $100 million on opening weekend. Whether viewers will say the project was a success or a bust, they’ll be coming to theaters to experience the characters’ revivals. It’s important to note that this is not the only way fans can put themselves in the characters’ shoes.

PR pros don’t have to go all out with sweepstakes and prizes to invite consumers to experience their brand. As visuals and mobile-friendly content becomes crucial for PR pros looking to be heard above the noise online, you can jump on the opportunities available to brand managers.