PR Lessons Learned from Breaking Bad

Melanie Brister  //  September 7, 2012

In the midst of this speedy summer, I nevertheless found time for two people: Walter White and Jesse Pinkman. Even when vacation dawned, it was more probable that you would find me watching the new hit AMC show Breaking Bad than finding me at the beach lying on a towel. Although this may give you a glimpse at my seemingly pathetic television-driven lifestyle, I see much significance in such hit TV shows as Breaking Bad. Some of this has to do with the bandwagon effect but, moreover, the artistic wholeness of the show is compelling. The character development, the acting, the cinematography – all have exceeded my expectations.

In any case, I believe there are some PR lessons or key reminders that we can learn from Breaking Bad. A lot of these tips a public relations student has likely learned before, but they may nevertheless rekindle one’s memory of proper public relations design.

Lesson 1: You need street credit.
Walter H. White: “This only works if they’re scared of you.”

After Jesse escaped from being held hostage at a drug addict’s house, a rumour was travelling that he had killed someone by smashing an ATM machine in their face. Although this rumour was indeed false, many did not discover the truth until later. Walt expresses his content in the quote above because he understood that if people were scared of Jesse they were more likely to a) take him seriously, and b) do business with him. This rumour made both Walter and Jesse’s business successful for some time.

Whether you are trying to market yourself, or create a good name for your organization, it is important to know what people say about you. So often we discuss the importance of knowing our publics. The above scenario demonstrates, again, the importance of knowing and understanding your publics, and as well, what they think of you.

Lesson 2: You are who you are.
Jesse Pinkman: You either run from things, or you face them, Mr. White.
Walter White: And what exactly does that mean?
Jesse Pinkman: I learned it in rehab. It’s all about accepting who you really are. I accept who I am.
Walter White: And who are you?
Jesse Pinkman: I’m the bad guy.

With new media, the need for transparency becomes even more imperative because of the mere fact that so many are watching. One marketing phrase that really annoys me is the use of the phrase ‘ethical oil’ from oil companies that are driven by over-harvesting the product. Saying that oil is ethical suggests that there is no controversy around it; yet, we all understand that various activist groups such as Greenpeace suggest such practices are unethical. The point here is to be as truthful and believable as possible. Be true to the organization and the publics by trying to construct a transparent and true identity for your organization.
Lesson 3: Celebrate your victories, and let everyone know about them.
Jesse Pinkman: “Yeah bitch!”

Jessie Pinkman is known for celebrating his victories. You should be too.

It’s important to talk about your organization’s successes, as it provides an opportunity to further market products and services. It also lets others know that the organization provides credible products and/or services, and that it is worth the investment. Even small victories like reaching a small fundraising goal can be spread through social media outlets and are considered an add-on to corporate social responsibility. Though, the vulgarity that Jessie uses may not be the best use of language for most publics.

Lesson 4: Think creatively and thoughtfully.

It is necessary that both Jessie and Walt think creatively and very thoughtfully in order to continue their business and not get caught in their webbed illegal pursuits. With that being said, they must think through every action to escape the watchful eye of the DEA.

With respect to public relations, this lesson corresponds with Lesson 2. First, you must understand who you are and what your organization represents. Then, you must think both thoughtfully and creatively to communicate your organization’s identity to publics. In the age of new media, communicating with publics becomes even more frequent. Even when sending a tweet, be thoughtful and think about what other may think of it, and cognisant about whether it could receive flak.

Lesson 5: When you need help, know who to call.
Saul Goodman: “Better call Saul!”

It was inevitable that both Jessie and Walt were to face a multitude of messy situations. Indeed, Walt knew the chemistry, and Jessie understood the business, but there were multiple other factors where they needed help. With that, Lawyer Saul Goodman came into play to help Walt and Jessie increase networks, and guide them legally (sort of).

Knowing the best agencies in the area of your organization will help you to communicate your message properly and effectively. Such agencies can help with graphic design, website development, constructing reports, etc. If you don’t know of any reputable agencies in your area, do research and talk to other clients who have worked with such agencies in the past. This will help to ensure that you get the best services to communicate your messages effectively.

 

So although you may be cooking up some different business than Jessie and Walt, you can nevertheless learn from their successes and failures. It is imperative that organizations can create positive reactions from their publics. So, I agree with Walt – it’s about the chemistry.

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Melanie is currently a fourth year public relations student at MSVU. She likes reading newspapers, eating cookies, and spending quality time with her twin.

Melanie’s interests in public relations include communications theory, new media, and the cultural effects that the media has on society today. She hopes to complete her degree and continue her education in media studies.