public relations aretha franklin

Aretha Franklin, commonly called “the Queen of Soul,” died on August 16, the anniversary of the death of the King of Rock, Elvis Presley. This left music fans mourning two timeless entertainment icons. And it left many people discussing the legacy of one of the most prolific women, ever, in the music business.

We won’t discuss Aretha’s incredible legacy. Others have done that, and they’ve done that very well. What we will do is look at how Ms. Franklin developed her magnetic diva persona and cultivated her brand, making it a rise above countless others in the same industry.

Aretha Created a Standout Brand

Whether you were introduced to Aretha Franklin through her many hits, her soul records or her star-making performance in The Blues Brothers, which has been turning millions of new fans on to Aretha for generations, there is no doubt that the singer created a standout brand. After all, she’s in that rarified air of recording artists who are easily recognized by just one name: Bono, Cher, Madonna… Aretha. There are just not that many people famous enough to be instantly recognized in a single word. From day one, she had a signature sound, a signature presence, and a signature delivery. There were many female soul singers, but there were precious few like Aretha. She knew who she was, and she absolutely owned it.

Aretha Made People Feel

Whether or not you liked her genre of music, listening to Aretha made you feel something, strongly and deeply. When she sang, you responded emotionally. That was the strength of her passion, her delivery, and her signature presence. If your brand isn’t creating strong feelings in your target market, you’re doing it wrong. Your message should impact people, leave them feeling something, so they do something.

Aretha Connected When Others Divided

During one of the most contentious times in recent American history, Aretha managed to speak out without dividing. She was very involved in the fight for Civil Rights, as were many other stars in that time, but she managed to live in both worlds – politics and entertainment – without alienating her fan base. How can your brand bring people together? How can you connect groups that may otherwise not be connected? Manage that, and you exponentially grow your market potential.

Aretha’s Messages Were Relatable

Think about some of Aretha’s most famous hits: Respect, Natural Woman, Chain of Fools, so many others. They were relatable. Her fans heard them and instantly connected, because they understood. Total strangers, who had never heard Aretha before heard the songs and they felt that someone knew them. This woman was singing their heart, their emotions, and their experiences. She was their voice. How can your brand be a voice for your target market? How can you answer a call or connect in a relatable way?

Aretha’s legacy will last in music for generations, and her lessons in how to build and manage a brand offers us much wisdom as well.

5WPR CEO Ronn Torossian

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.