Bad Press, Image Repair and Crisis Communications: PR Tactics in “Bridgerton”
Published on February 25, 2021, at 11:07 a.m.
by Rachel Breeding.
Dear Reader,
Netflix’s smash-hit “Bridgerton” is undeniably the star of the winter 2020-2021 television season. I believe Lady Whistledown herself would agree with that.
Social media is buzzing, clothing pieces inspired by the Regency era of London are flying off shelves, and Netflix is basking in praise after another hit show (with seven more seasons ordered, of course).
Many are content with taking “Bridgerton” at face value: period drama, a great cast, a perfect soundtrack and a beautiful set — eight episodes of romance, passion and salacious rumors. But I, dear reader, must look deeper into the show.
As a PR student and young professional, I can’t help but notice the interesting role public relations plays in the “Bridgerton” universe. There are scandals — absolute PR nightmares — and crisis communications and image repair tactics being used in basically every episode of season one.
Now it’s time to dive deeper into a couple of specific PR tactics used in the show and modern examples of them:
Image repair and crisis communications
In “Bridgerton,” Lady Whistledown has the power to make — or break — a person’s reputation. In her weekly gossip column that is read by everyone, the Queen of England included, Lady Whistledown names her personal favorites in English high society. Those she speaks favorably of are “in,” and those she speaks poorly of are “out.”
Throughout the first season, there are many times a person receives the latest copy of Lady Whistledown’s column and, to much horror, discovers she has written something quite damaging about him or her.
This discovery begins an immediate crisis response session, where all possible options to save one’s reputation for the rest of the social season are discussed, just like how a crisis communications professional would cover all options for image repair with a client before deciding the best course of action.
Publicity stunts
Several times in the show, someone is given a less-than-stellar review by Lady Whistledown, and they employ all kinds of image repair tactics to get her to write something more favorable in her next column.
In the first episode, two of the main characters agree to publicly act as a couple to get Lady Whistledown talking about their love match after she writes negatively about their romantic prospects, similar to a publicity stunt that would be done today to get people talking. In many other episodes, exclusive balls are strategically thrown so that Lady Whistledown will cover the attendees and hosts, similar to launch parties and other events where the press and PR professionals are invited to generate buzz (and hopefully positive reviews).
In conclusion, dear reader, it must be said that “Bridgerton” truly is a show that has something for everyone: There’s enough historical background for history lovers, plenty of romance for hopeless romantics like myself and, most surprisingly, a hearty helping of public relations work to satisfy PR professionals young and old. I can’t wait to see what juicy scandals the next season brings (and what PR tactics will be used to squash them).
