Rhinestones, Reputation and Really Good PR

There will be plenty written about Dolly Parton’s extraordinary music, her unmistakable style and the remarkable career that made her one of the most recognizable people in the world. And I’m sure I won’t be the only public relations practitioner to write about the communications lessons we can learn from her. But let’s face it, Dolly Parton was one heck of a communicator.

Dolly understood something we try to teach every executive we media train: know what you want to say and don’t let someone else decide what you’re going to talk about. She knew her talking points. She knew her audience. And when interviewers tried to draw her into political debates or other polarizing conversations, she was remarkably skilled at redirecting the discussion.

That didn’t mean she didn’t have an opinion. She most certainly did. But she knew that her fans came from every walk of life and every point on the political spectrum. She always answered that she was an entertainer, she wasn’t in it to discuss politics.  That ability to remain broadly beloved in an increasingly divided culture may have been one of her greatest communications accomplishments.

She understood the power of humor, particularly when the joke was on her. The hair. The clothes. The figure. The rhinestones. Dolly was usually several steps ahead of anyone who thought they were going to make fun of her because chances were pretty good she had already made the joke herself.

Self-awareness is incredibly disarming. When you are comfortable enough with yourself to acknowledge your quirks and imperfections, you take away someone else’s ability to use them against you. More importantly, you become relatable. Dolly never seemed to take herself too seriously, even though she took her work very seriously.

And make no mistake, behind that carefully cultivated image was an extraordinarily savvy businesswoman. She understood the value of her intellectual property, built businesses around her brand and turned Dollywood into an economic engine for the community she came from. She demonstrated that you could be warm, funny and approachable while also being a shrewd negotiator and entrepreneur. The persona may have been playful, but the woman managing it knew exactly what she was doing.

Perhaps most importantly, Dolly understood that a reputation isn’t built by what you say about yourself. It is built by what you do. Her Imagination Library grew from a program inspired by her father’s inability to read into an international literacy initiative that has put hundreds of millions of books into the hands of children. She supported disaster relief, pediatric healthcare and medical research, among many other causes. Her philanthropy wasn’t simply attaching her name to someone else’s work. She created programs, invested resources and used her considerable platform to make a difference.

There’s a lot for communicators and business leaders to learn from Dolly Parton. Know who you are. Know what you stand for. Know your audience. Don’t allow yourself to be dragged into conversations that don’t serve your purpose. Be willing to laugh at yourself. Protect your reputation, but don’t confuse protecting it with manufacturing it. And most importantly, make sure your actions reinforce the story you tell about yourself.

Dolly may have been famous for the big hair, rhinestones and one-liners, but underneath all of it was something every great communicator strives for: authenticity. She knew her message, she lived it and she delivered it consistently for decades. That might be the best talking point of all.

And as so many have already said, Dolly, we will always love you.