To communicate you’ve got to break some eggs: learning from Succession
Great TV shows, we are often told, are made up of outstanding cast members and performances, a compelling plot that keeps on giving and, occasionally, an inimitable soundtrack. Succession ticks all these boxes: in its first three seasons, it claimed 8 Emmys, 5 Golden Globes and 1 Grammy. Yet, it is hailed by its adoring fans as being not only great, but something more than that. One reason for this is that it emphasizes the importance of PR in very challenging circumstances.
In TV and film, corporate communications departments are commonly overlooked or overshadowed by players who are supposedly closer to the action. PR and Comms are often not adequately represented in terms of their daily action and influence on the way the company’s gears grind. No wonder, then, that Succession has picked up so many fans in this particular field. Much has been written about this topic so we will do our best to keep it short and sweet on why you, a professional in the field of Public Relations (or Communications in general), should keep tabs on this show. Yes, minor spoilers ahead.
Optics: seeing what is meant to be believed
As the Roy kids make their plays for Logan’s throne, you will often hear Kendall say that it’s all about the optics. What are these, exactly? “Image is the family’s business”, the firstborn son says one time. This is precisely why Karolina and Hugo, two of the heads of comms and PR at Waystar Royco, are always in close proximity to the inner circle; they are always part of the crew, from England to New Mexico, whether in a hospital room or flying to Norway. The show’s writers make a point of staying true to the real value of PR and ensuring that the C-level characters (especially Kendall) have a clear grasp that getting to the top involves building and protecting one’s reputation. Nowadays, customers have developed a keen eye for spotting dishonesty and are not afraid of being vocal about it. In this sense, Dasha Nekrasova, who played a crisis PR rep for Kendall Roy through a particular period of turmoil, has perfectly encapsulated the importance of this discipline in an interview with GQ:
“there’s a really great line from Logan [in episode 3x03], where Shiv mentions the leverage of the law, and [Logan] says the law is people, and people is politics. And to expand on that, people is public relations, and public relations is constructing reality as people interpret it. And in that way it is immensely, immensely powerful”.
Rising above or following along?
In the first episode of the third season, there are polarizing aspects to the work that PR specialists do. Even if the validity is open to interpretation, both are portrayed in a believable way.After the previous season’s finale, Karolina — Head of PR at Waystar Royco — is confronted with the choice of siding with Kendall or withdrawing and remaining on the company’s side. As Robert Geller put it in his post, it was “great to see the PR rep be the adult in the room, or car — and not drinking the Kool-Aid. Karolina, who clearly had no part in Kendall going rogue, is not playing along.”
Later on, a different approach is taken, even if by an external PR agency to the Roy’s family-owned company, who are trying to win Ken’s account. Here, the heir-to-be challenges the pitchers to make their voices heard, but preferably under what he considers to be a situation to say “f*ck the weather, we’re changing the cultural climate.” If, on the one hand, Ken is portrayed as not being the easiest of clients — ready to hear from experts, but not really — the end game of the PR agency is also disclosed through sheer, undeterred support for his vision.
Throughout the series, crisis management plays a critical role, as the main characters can often be seen huddled on a private jet or in some remote conference room brainstorming the best solution for a given situation. T.J. Winick said it best when he claimed in an article that “the best crisis managers are valued by the CEO as indispensable counselors.” As PR professionals, it is our job and responsibility to deep dive into the client’s business, adopting their language and communication strategies to align with our expertise, ultimately contributing to their brand’s reputation and awareness. This expertise is our definite proof of added value — and we should always strive to make the best of it.
The one to watch
Karolina is by far the best example in the show of how a professional in PR should behave. Her character embodies subtlety, effectiveness and (most of the time) confidence, which are crucial traits in the field. As Allison Braley for PR News puts it, “whether she’s managing a crisis and crafting statements or planning which Roy to put forward in a given situation, her role represents the closest representation of corporate comms that I’ve seen, though I hope no one out there ever has to work in an environment as Chernobyl-level toxic as Waystar Royco”.
There have been some great shows and films that showcase journalism and other forms of communication, but it has been rare to find one that truly captures the fast-paced and dynamic nature of PR in the business world.. If you work in the Communications industry and want to watch a show that will leave you with something valuable to take back to your job, this might just be it.
