Recently I was granted the amazing opportunity to see Disney’s Aladdin on Broadway. Aladdin is one of my all-time favorite movies, so ever since the musical was announced a few years ago I made it my mission to see it. I hoped that my love for the movie (and musical theater) would fuel my experience rather than give me an extra-critical eye.
The production was magical! The musical numbers were grand and glitzy with no lack of sparkle (according to the program, there were 1,428 Swarovski crystals on just one pair of a chorus member’s pants during the “Friend Like Me” number). From the Genie’s showstoppers to the magic carpet ride, the visuals were phenomenal. I was in awe.
As my boyfriend and I left the theater and compared reviews, an odd, empty feeling came over me. While we enthused about the production value, it was clear that we both felt something was missing…
Where was the plot?
With all the focus on the pizzazz of the production, the show’s creators minimized and/or ignored crucial events that make the story of Aladdin flow cohesively. These essential plot points were significantly shortened and glossed over in favor of the lengthy, grandiose musical numbers. At times it seemed like the directors didn’t try to adequately translate certain movie scenes to the stage, instead hoping the audience would be too blinded by the flashy glamour of the preceding song to notice. This overshadowed what was otherwise a fantastic show.
You’re probably wondering why I’m writing about this on our blog.
Believe it or not, this experience reminded me a lot of the work we do (or strive not to do) at RoseComm.
We would fail as public relations professionals if we focused on the glitz and glamour without presenting meaningful content. Relying on a big name or concept to pull the weight of an empty PR effort does not suffice. You may bring in some “oohs” and “aahs” from your audience with your expertly crafted showmanship, but what are you really offering?
Public relations has a negative stereotype of diverting attention from what is lacking, of capturing audiences and sending them off with no more than fluff. To be effective, PR can’t ignore the (brand) story in favor of the bells and whistles. Flashiness can be easily forgotten or duplicated, while solid thought leadership has staying power.
Whether you’re planning the next big Broadway blockbuster or a PR campaign, always remember to tell your story.