At the end of the second Elizabethan Era, I’m finding the coverage quite fascinating from a PR perspective. To be honest, I’m consuming mostly BBC and Sky channels and have only seen one vaguely critical insert from Nairobi.
Her Majesty Queen Elizabeth II was head of ‘The Firm’ for a remarkable 70 years. Imagine being in the same job from the age of 25 to 96! I’ve written about the media revolution, but her reign demonstrates it so clearly. Her coronation was the first to be televised and BBC credits it as one of the events that popularised television when it was broadcast in 1953.
The search and social media stats for the current period will be interesting.
My point is that her reputation is built on multiple mass media, as well as digital platforms where people comment, talk back and add their opinions. Her audiences were online, ‘always on’ as well as the traditional types. Her grandchildren’s generation is skilfully listening to and using social media platforms to keep the royal family current.
From a brand perspective, the queen was not outspoken, but she communicated her brand values consistently. It might seem boring, but it works. Her messaging stuck. Consider, in stark contrast, the communication styles of Elon Musk, Donald Trump and Boris Johnson. Then again, it’s easier to communicate consistent brand values when they are in line with your behaviour.
A few PR points to highlight:
No Comment
- It’s not essential to have a public opinion on everything. By not giving away anything about her private life, the queen kept herself out of the tabloid’s muckracking. The danger with this strategy is that rumour and speculation become fact. As The Crown has shown.
- You can influence the news agenda by what you do and don’t say and the labels you give to events, people and concepts. Her Annus Horribilis is a lesson in understated labelling.
Brand Values
- The consistency with which the queen conducted herself, dressed and spoke made her brand values unambiguous. We hear them quoted in discussion around her legacy: dignity, service, steadfastness, propriety.
- Are your enterprise’s values communicated clearly? In the words you use, visual branding and engagement with clients, customers, suppliers and service providers.
Brand Associations
- Although we know so little about the queen’s personality, two brand collaborations injected character and mischief into her public persona. Both were clever matches with her key brand values and the synergy resulted in both brands gaining.
- Watch her sketch with the quintessential British spy, James Bond, in the form of actor Daniel Craig, leading up to her entrance at the opening ceremony of the 2012 London Olympics. Imagine pitching that to a client not prepared to take the risk and miss out on the 60m views and exposure it generated! Watch it here: https://youtu.be/1AS-dCdYZbo
- The other example is her delightful CGI interaction with Paddington Bear to celebrate her Platinum Jubilee. You don’t have to understand how technology works to make a memorable, shareable piece of communication. Watch it here: https://youtu.be/7UfiCa244XEI
