Binge-watching television shows on Netflix might not be a waste of time after all… The Canadian show Schitt’s Creek revolves around the wealthy Rose family suddenly becoming bankrupt and having to move to the unattractive town named Schitt’s Creek, their only remaining asset. But the show is so much more than that: it is a public relations powerhouse, showcasing tips and tricks that every PR professional needs to know about!


Lesson 1: Include influencers in your PR strategies

The Rose family’s first major win in their new home, Schitt’s Creek, is a commercial with Herb Ertlinger’s Winery. Moira, a former soap opera TV star in Sunrise Bay, was given the role because the winery owner was a big fan of her show. Having a well-liked influencer for your brand could be the right approach because influencer marketing can greatly expand your reach and positioning by leaning into who your target audience values. By partnering with an influencer, your brand can leverage the existing connection an influencer has with your audience. Unlike Moira, however, make sure that your influencer can pronounce your brand name and is a tad bit easier to work with!

Lesson 2: Take advantage of earned media opportunities

When Moira is cast for her new movie, The Crows Have Eyes III: The Crowening, she receives early praise from Ornithology Today. The news outlet mentions that the movie redeems “our oft-maligned friend the crow” and is “good fun” to watch. Alexis Rose, Founder and CEO of Alexis Rose Communications (and Moira’s daughter), then, leverages this positive review for promotions and invites other media and TV outlets to the red carpet premiere that creates even greater buzz about Moira’s movie! This earned media opportunity can be transferred to your brand and is important because it can help you reach your target audience without needing to use paid media channels, giving you the beyond-your-budget visibility you always wanted!

Lesson 3: Know your client well

When Alexis accepts the role of “regional marketing invigorator” for a trendy SoulCycle fitness company named Elevation, little does she know that it actually is an organizational cult. Her public relations role entails recruiting men and women and making them wear muted-toned uniforms for “a total physical and emotional transformation” during the fitness sessions (which should have been a tell-tale sign for Alexis). The lesson is clear here: don’t make the mistake Alexis did! Be sure to ask any potential client a LOT of questions before partnering with them to make sure that they align with your values.

Lesson 4: All publicity is good publicity

One of the greatest obstacles that the Rose family faces while trying to sell their only asset, Schitt’s Creek, is the infamous town sign. The sign, which depicts the town mayor’s ancestors in a rather compromising position, is actually great publicity for the town, attracting tourists from all over the country. All publicity for your brand can be good publicity, bringing much-needed market attention, inviting curiosity that stimulates brand awareness, and kickstarts conversations (whether or not they might be what you intended)!

Lesson 5: If all else fails, try a big publicity stunt!

At The Crows Have Eyes III: The Crowening movie premiere, Alexis Rose orchestrates an immersive (crazy?) PR experience by releasing actual crows into the sky. Though the stunt doesn’t go as planned, the videos go viral online and receive a lot of media coverage. Alexis also resolves a PR nightmare by mentioning that  “not a single crow was harmed and as for humans, nothing but a little wounded pride and one severed earlobe.” Designed to attract public attention, a big publicity stunt might just be that big game changer for your brand to earn positive press coverage!

As you navigate the complexities that come with public relations, don’t forget to sit back and watch Schitt’s Creek – a show with PR insights that will last a lifetime!


Authored by 

Samiha Joshi

Schbang Communications Team


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