Lessons from Taylor Swift on How to Win in a World of “Always On” PR

There’s no off-season for PR. Just ask Taylor Swift. Any time she makes a public appearance, whether it’s at the hottest new restaurant or the Super Bowl, what she does and how she does it becomes a media event.

And the need for an “always on” approach to PR is not just something Taylor Swift and other A-list celebrities are forced to deal with. Corporate execs are also constantly under the microscope in today’s world of 24/7 media. Every comment they make — whether in the boardroom, on the beach, or in the bar — is typically considered “official” and fair game for public scrutiny.

As executives and the companies they serve look for tips on navigating the new normal for PR, they can learn a lot from Swift. During her 20+ years of stardom, Swift has developed a comprehensive approach to PR that allows her to be authentic, impactful, and always on. Here are a few of her signature steps.

Let your work speak for you

Letting her work speak for her is a key pillar of Swift’s approach to PR. She embraces trends while remaining authentic to her brand, but her mission and her message are presented to the public in her work.

How does she respond to criticism? Through the authenticity of her lyrics, such as those found in the song “Karma:” “Ask me what I learned from all those years. Ask me what I earned from all those tears. Ask me why so many fade, but I’m still here.”

How can executives and companies follow in Swift’s footsteps? Instead of debating about committing to “showing vs. telling” audiences your story, focus on adaptability and authenticity. 

Brands can adapt based on trends and relevancy while still staying authentic to their brand. An example of a PR campaign that did this well (and a little more recently) is the “death” of Duolingo’s mascot, a green owl named Duo. This playful and bold move remained authentic to the brand’s social media tactics while shocking and engaging with audiences. 

Swift also uses this approach when making bold shifts in music genres while still remaining authentic to her vulnerable storytelling. This adaptability has been key in Swift’s ability to not “fade” and remain an industry leader.   

Reward fans with extra effort

Swift is famous for giving her fans hard-to-spot hints — commonly known as Easter eggs — about what is going on in her life and work. The media was abuzz after the Super Bowl, for example, when she wore a necklace with a “T” pendant that was taken as a nod to a Swift song lyric and a statement on her relationship with boyfriend Travis Kelce.

Swift’s Easter eggs are an ongoing way she shows her fans that she is willing to put in the extra effort to engage with them. They also keep fans constantly looking for new surprises.

Companies can do this as well by taking the time to give their committed customers something extra. Meltwater’s list of the top PR campaigns for 2024 includes a few examples of this, such as the Oreo Menu. Even small efforts to give fans special attention can make them feel valued, keep them engaged, and add a little excitement to the relationship.

Fostering an “always-on” approach to PR can be challenging, but it also has the potential to help companies amplify the impact of their brand narrative. Approaching it with authenticity and appreciation for customers opens the door to stronger and longer-lasting connections.

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