“Culture is the arts elevated to a set of beliefs” – Thomas Wolfe
There’s never been a better time for PR professionals to embrace creating their OWN unique systems and IDENTIFY personal philosophies that transcend traditional models of operation.
We’re living in the most transformative time in public relations – where practitioners have more power than ever to cultivate their own interpretation of the industry. In recent years, the evolution of technology, layoffs, and even occurrences like the pandemic have caused practitioners to reevaluate how we collaborate across client workstreams, build community, provide services, and how industry knowledge is shaped at all levels.
Early on in my career, I discovered my love for science and the various practical ways it influences the field of public relations – which often goes undiscussed in public forums. My fascination expanded to explore the wide spectrum of community dynamics, ranging from the inner workings of small niche groups and fandoms – to forward-thinking movements that create cult followings and brands.
Looking ahead, I’ve been driven to embrace “community” as the conceptual centerpiece in examining and practicing public relations – reimagining the limitless potential in leveraging PR to build deeper connectivity.
Origin of Cult Communications
Before launching The Kill Kollective in 2019, I coined the term “cult communications” – an intentional communications approach that prioritizes creating deeper audience connections, while shifting the idea of publicity to a mindful practice. This balanced approach embraces science and art to craft effective communication strategies for clients. Furthermore, pushing the industry forward to embrace the idea of modern-day “PR psychologists”, and the cross-functional future of public relations.
Over the years, words like cult and cult following have evolved to offer more positive connotations – to embrace those who have successfully reached the elite honor of cult status. Simply put, garnering a cult fanbase means that an individual or brand has developed a group of dedicated fans who are devoted to an idea, object, movement, or body of work. Reaching cult status has become less about achieving superficial vanity metrics, and more about solving complex issues through a hyper-targeted fanbase, creating engagement opportunities for niche audiences and impacting overall business objectives through brand loyalty. The reality is, that if you have a devoted enough audience, you will be labeled a cult at some point – which can be used to influence good in the world.
The role of cult communications in the larger ecosystem of public relations is to empower PR professionals to become expert Cult Communicators – understanding the roles that fandoms, stan culture, niche communities, and other connected platforms play when making recommendations for clients that move the needle on reputation. At the root, cult communicators are practitioners who have an unparalleled grasp of human behavior and attitudes to help solve client challenges on a human level.
The rise of ‘niche culture’ is an example of the pivot from analyzing demographics to comprehending psychographics, where groups of people no longer identify by their age or gender but rather their shared values and interests – resulting in significant buzz when done correctly. According to Amazon Ads, "70% of fans say their fandom and its community are part of their everyday life" – full article.
Unlocking CULTure
"What’s new is that in this internet-ruled age, when a guru can be godless, when the barrier to entry is as low as a double-tap, and when folks who hold alternative beliefs are able to find one another more easily than ever, it only makes sense that secular cults—from obsessed workout studios to start-ups that put the “cult” in “company culture”—would start sprouting like dandelions. For good or for ill, there is now a cult for everyone.” Cultish: The Language of Fanaticism, Amanda Montell
One thing that brands, entrepreneurs, movements, artists, and other public figures all have in common – is their ability to become cult-like!
It is my goal to create more space for the Cult in Culture and support those on their journey towards building a cult following. When discussing CULTure, this refers to the integrated cult-like frameworks that exist at the intersection of culture and community.
Through this lens – here are some examples of where CULTure comes to life and is being acknowledged:
Media Moments: Publications are now prioritizing cult-related news and educating their audiences on the parasocial relationships that bind fans. For example, Refinery29, Inc. has a series called "Fandemonium" – where they dive into elements of passionate fans and their emotional connections to celebrities like Beyoncé, Taylor Swift, Harry Styles, and more. Additionally, the U.S. media company, Gannett | USA TODAY NETWORK, recently posted a new role seeking to hire a " Taylor Swift reporter" who understands the "Swifties" audience and Taylor's culturally distinct influence. The media has been more likely to cover CULTure-related topics when there is an impactful campaign that generates a viral response – for example, BBC reported on what rocketed Barbie to cult status around the successful movie release.
Brand Partners: Brands realize the benefits of aligning with cult audiences and communities to extend their reach. For example, Lyft recently called out Taylor Swift fans, "Swifties" and their generous tipping habits, specifically seen during her Eras Tour– full article Dunkin' also recently collaborated with rising rap sensation Ice Spice, on the launch of the Ice Spice MUNCHKINS® Drink, which was a nod to her fanbase affectionately named "Munchkins".
Industry Accolades: Various platforms prioritize accolades for cult builders and related content. For example, Billboard celebrates its annual Fan Army Face-Off competition – to decide who has the strongest fanbase. In addition, award platforms like The Webby Awards and The Clio Awards offer "Fan Engagement" categories to assess how brands and creators are communicating with fans.
Educational Excellence: More and more brands are prioritizing educational resources to provide insights to those on the path of creating a cult fanbase: Amazon Ads and Twitch Ads commissioned a global study called, "Anatomy of Hype", exploring the state of fandom, including how brands can get involved here. Spotify released "Fan Study" from Spotify for Artists, an ongoing exploration into fandom around the world to help teams develop the necessary fanbase to reach goals here. Deloitte shared 2023 Sports Fandom Insights, highlighting the immersive future of the industry here. TikTok for Business released insights on the power of building niche communities on the platform here.
Key Takeaways: Explore Cult Communications
The concept of cult communications embraces the idea of turning everyday PR professionals into modern-day “PR psychologists” – who operate as experts who specialize in the study of mind and behavior as it relates to the application of public relations alongside creativity.
Community is the centerpiece of cult communications.
The future of community management relies on our ability to understand all spectrums of connection including: fandoms, niche communities, cult followings, and stan culture. If you're looking for a good read, check out Cultish by Amanda Montell – which explores the fanatical language and dynamic verbal elements that integrate social science to create a following.
If you are interested in learning more about cult communications – please schedule a 1:1 learning call with me and keep an eye out for more CULTure insights!