In 2015, I made the decision to attend the University of Florida with a clear mission: to gain the ability to track marketing ROI. At the time, I was frustrated by the lack of quality, actionable content available online about how to truly measure the effectiveness of marketing efforts. What I didn’t expect, however, was the deep dive into the history of media and communications that would completely alter my perspective on public relations (PR) and marketing.
What I uncovered was more than just an academic pursuit—it was a startling revelation about the role media has played throughout history. It became evident that media has long been a tool for controlling the narrative, shaping public perception, and influencing how the masses think and behave. This deep dive into PR’s historical roots led me to question: If PR was built to control the narrative, how does that framework hold up in the modern era, especially when the masses seem to be waking up to the manipulation?
Fast forward to April 14, 2025, and one particular incident helped me answer that question: the Blue Origin PR stunt that attempted to use celebrity participation to push STEM and female empowerment. On the surface, this seemed like a noble cause—an opportunity to showcase female role models in space and inspire the next generation of scientists. But the reality was far different. The event was touted as an empowering moment for women in STEM, yet it quickly became a PR disaster. Only 11 minutes after takeoff, as the internet erupted in backlash, it was clear: the stunt failed to land. The “Taking up Space” movement seemed to have missed its mark entirely, instead prompting more ridicule than inspiration.
It got me thinking: Are we still buying into these kinds of PR stunts? And if not, why not?
Media and communications have been wielded as tools of influence for centuries. From ancient empires using messages broadcast through town criers and proclamations, to modern-day governments and corporations shaping public opinion through advertising and media campaigns, the goal has always been the same—control the narrative.
When I studied PR and marketing analytics, I learned that the primary function of traditional media was to shape and control how people viewed the world. Whether it was selling an ideology, advancing a political agenda, or convincing people to buy products, PR and communications were often the invisible hand that guided the masses.
In essence, mass media—and PR by extension—was designed to be a one-way communication channel. The masses were fed information, and they absorbed it without question. It was, for the most part, a controlled environment. But as technology evolved and the internet democratized information, that one-way street started to crumble.
The Blue Origin incident was a perfect example of how traditional PR and marketing tactics no longer have the same power they once did. For decades, PR stunts were carefully crafted to control the public’s response, to move them to action through well-executed messaging. The Blue Origin event, however, exposed the cracks in that strategy.
The internet’s reaction was a perfect reflection of the shift in consumer behavior. People are no longer passive consumers of media; they are active participants in the conversation. They question, they challenge, and, most importantly, they don’t fall for the same old PR tactics. The backlash wasn’t just about the short-lived nature of the stunt—it was a clear indication that people are tired of being manipulated by corporate-backed narratives that are only interested in controlling the narrative for their benefit.
As we see more and more celebrity-driven PR campaigns designed to push social causes, the authenticity of these movements is increasingly under scrutiny. And the more the economy struggles, the less patience people have for the “just work harder to be like me” rhetoric that so many of these PR campaigns push. When the message feels more like a marketing ploy than a genuine movement, people tune out.
The real question now is: Is traditional PR still relevant in a world where transparency, authenticity, and consumer empowerment are at the forefront? In a time when people have more access to information than ever before, and when they are more vocal about holding companies and organizations accountable, can PR still operate in the same way it once did?
The answer, in short, is no. Traditional PR is losing its grip on the public. The veil has been lifted, and the masses are no longer as easily swayed by celebrity endorsements, perfectly polished campaigns, or scripted narratives. Instead, consumers are increasingly seeking out real, genuine experiences—ones that align with their values and interests.
In the case of Blue Origin, the celebrity-driven campaign to promote female empowerment in STEM missed the mark because it felt more like a PR stunt than a genuine effort to inspire change. And what’s even more telling is that the reaction to this campaign has further illuminated how PR as we once knew it is no longer an effective strategy.
So, if traditional PR is fading into the background, what does this mean for marketing and communications going forward?
For one, it’s time for a fundamental shift in how businesses approach PR and marketing. Consumers are craving authenticity, transparency, and honesty. They don’t want to be sold an idea by a celebrity or be convinced to buy into a cause that feels more like a marketing tactic than a real movement. Instead, they want to see real people, with real stories, making real change. This is why movements and brands that focus on authenticity resonate far more than those that attempt to manipulate the masses with flashy campaigns.
In my own experience, this shift is clear. When I applied for the Blue Origin marketing role, I immediately thought: If I were responsible for this campaign, I would not have designed the 11-minute stunt this way. Instead, I would have focused on a deeper, more authentic engagement with the audience—one that truly showcased the impact of female scientists and innovators, without relying on celebrity spectacle to make a point.
In conclusion, the Blue Origin stunt is just the tip of the iceberg when it comes to what’s broken in traditional PR. As we move forward, marketing needs to evolve with the changing demands of consumers. The days of one-way communication and carefully controlled narratives are behind us. Instead, we need to embrace a new era of marketing—one that prioritizes transparency, authenticity, and a genuine connection with the audience.
If we want to succeed in this new landscape, we must learn to embrace the power of real stories, real experiences, and real people. It’s no longer about pushing a message—it’s about listening to the audience, engaging in meaningful conversations, and delivering value in ways that are both honest and impactful.
The veil is lifting, and the future of marketing and PR lies in our ability to adapt to this new era—one where the masses no longer follow blindly, but instead, choose who and what they believe in. The question now is: Are you ready to move forward with them?