Public Relations Lessons from Dolly Parton
Dolly Parton once said, “Find out who you are, and do it on purpose.”
This philosophy has led her to do what few can claim: she’s created a universal appeal that has stretched decades and spans generations, socioeconomic classes, and political divides. This beloved icon, who infuses authenticity, humor, and joy into every project she touches, is a public relations genius that every strategic communicator should study.
This past weekend, January 19, was her birthday, and we thought it was a great time to explore some of the communications lessons that Queen Dolly has to offer.
Stay Authentic to Your Roots
Dolly Parton’s brand is deeply rooted in her upbringing in Appalachia. Growing up in poverty shaped her values, her music, and her philanthropic efforts. Rather than distancing herself from her modest beginnings, she often celebrates them, noting that her success is built on what she learned from her experiences.
"I would trade nothing for being brought up in the Great Smoky Mountains. I've never been ashamed of my people no matter how poor or dirty we might have been. I've always loved being from where I am, and having the folks that I've had.”
Her music also nods back to her childhood, connecting her art and experiences to that of millions of Americans, making her relatable and genuine.
Philanthropy That Aligns with Your Values
Inspired by her father’s inability to read or write, Dolly started the Imagination Library in 1995 to provide free books to children in her home county. Today, the program spans five countries and gifts over two million books each month to children worldwide. This initiative aligns perfectly with Dolly’s background and values, making her philanthropy feel personal and purposeful.
For organizations and individuals looking to make a meaningful impact, Dolly’s example shows that philanthropy is most effective when it’s tied to your story and mission. Her efforts are not just acts of charity – they’re an extension of who she is.
Take Control of Your Narrative
Throughout her career, Dolly has faced criticism, mockery, and misogyny, especially regarding her appearance. Instead of shying away, she took control of the narrative by embracing the commentary with humor and confidence. For example, she once said, “People say how you stay looking so young? I say, well, good lighting, good doctors, and good makeup."
By owning the conversation, Dolly turned potential vulnerabilities into strengths – managing perception and getting the last word.
Adapt to Changing Times
For over 30 years, Dolly Parton’s Dixie Stampede entertained audiences with a dinner theater-style show. The show played in different cities, with the attraction named based on their locations. However, as societal attitudes evolved and conversations around the glorification of the Confederacy grew (appropriately) more critical, Dolly recognized the need to adapt the titling. She rebranded the show, removing the word “Dixie” and updating its themes to be more inclusive.
“Our shows currently are identified by where they are located,” she said in a release. “Some examples are Smoky Mountain Adventures or Dixie Stampede. We also recognize that attitudes change and feel that by streamlining the names of our shows, it will remove any confusion or concerns…”
Her willingness to listen to critical feedback demonstrates a crucial PR lesson: reflection and responsiveness to cultural shifts and conversations is a practice all brands should embrace and one that is also good for business.
Lead with Positivity
Dolly’s unwavering positivity sets her apart in a hyper-competitive and often negative industry. A study of her music conducted at Wilfrid Laurier University found that over her 50 years of releasing albums, her lyrics were consistently positive, even as lyrics in the country and pop genres have become increasingly negative.
Whether through her music, interviews, or philanthropy, she consistently uplifts others. Her ability to find joy and humor—even in difficult times—resonates deeply with audiences. As she once said, “You have to work at being happy. Some people work at being miserable.”
For brands and individuals alike, a positive outlook can be a powerful tool for audiences seeking refuge from sensational headlines, negative commentary, and critical takes.
Use Your Influence for Good
In times of crisis, Dolly Parton has used her influence to support those in need. Following wildfires in Gatlinburg, Tennessee, she created the My People Fund, which provided financial support to families affected by the disaster. During the COVID-19 pandemic, she contributed $1 million to vaccine research, helping to fund the Moderna vaccine.
Dolly’s actions show that influence comes with responsibility. By using her platform to create meaningful change, she reinforces her brand as one of compassion and generosity.
Brands have the opportunity to do the same. A Harris Poll research survey found that “82% of shoppers want a consumer brand’s values to align with their own, and they’ll vote with their wallet if they don't feel a match. Three-quarters of shoppers reported parting ways with a brand over a conflict in values.”
By using their platforms for appropriate and authentic influence, they have the opportunity to create lasting loyalty.
Dolly Parton’s authenticity, adaptability, and purpose-driven storytelling gives any strategic communicator a powerful framework to pull from. She reminds us that staying true to your values, taking control of your narrative, and leading with positivity can build a brand that transcends barriers. Happy birthday, Dolly – may we learn from your example!