Maria's PR Tips

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If Augustus shows us how to build a brand that resonates with a tough crowd, then Elagabalus shows us what happens when you build a brand no one asked for 🙂

This one is for PR pros: ever wondered why a campaign flops? It’s often not what you say, but who you’re saying it to.

Continuing our series on Roman PR techniques… we’ll dive into why Elagabalus’ reign is a textbook in mis-targeting.

👥 Demographics Matter

In modern marketing, defining your target audience isn’t a nice extra, it’s the foundation of strategy. According to Harvard Business School, understanding who you’re talking to helps you adapt messaging and avoid wasted spend.

And as Salesforce explains, failing to define your audience leaves people asking “Who is this for?” rather than “Where do I sign up?”

In short: you can have bold ideas, original voice, strong visuals, but if you don’t align with the audience’s values, you lose.

🏛️ Who Was Elagabalus? (For When You Ditched History~)

• Born Sextus Varius Avitus Bassianus (c. 204), became emperor at 14.
• High priest of the Syrian sun-god Elagabal; attempted to elevate that cult in Rome.
• His reign was marked by religious overhaul, gender non-conformity, and flamboyant spectacle that offended the Roman elite and military alike.
• Result: by 222, the Praetorian Guard (his own bodyguards!~) killed him, unable to reconcile his “brand” with Rome’s demographic expectations.

⚡ The Mistakes That Give Modern Brands Nightmares

1. Brand misalignment

Elagabalus tried to make Rome him, rather than making himself for Rome. He forced a brand onto a demographic that hadn’t bought in.

2. Ignored audience identity

Rome valued tradition, hierarchy, masculine authority. Elagabalus presented something radically different. That can work, only if the audience is ready. He didn’t check.

3. Mistook shock for loyalty

Lavish parties, religious revolution, gender expression, yes, bold. But attention ≠ trust. His audience felt alienated, not inspired.

💡 What PR Pros Should Learn

• Define your audience first. Know who you need to resonate with and why.
• Tailor your brand to their readiness, not just your creative vision.
• Don’t confuse spectacle with strategy. Big visuals matter, but only if they reinforce meaning for your audience.
• You can be bold, but you can’t ignore context. Elagabalus didn’t adapt; he disregarded.

💬 Your Turn

Which modern brand or public figure do you think completely mis-read their audience?
And if we keep this series going, who should I cover next, Caligula and over-exposure, or Nero and the brand collapse through spectacle?
Comment below and we’ll pick together. 🏛️✨