To emulate her rise, I think businesses should consider four key elements of her publicity blueprint: authenticity, consistency, engagement, and <\/strong>persistence. <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n On paper the world-famous singer, who has 14 Grammy\u2019s, eight homes, and a net-worth of $1.3 billion, should be utterly unrelatable to her audience. But Swift has always aimed to create a \u2018girl next door\u2019 persona – never dressing overly flashily and writing lyrics that her loyal following of Swifties could relate to. This strategy was taken to new heights after her Reputation <\/em>era. <\/p>\n\n\n\n The 2020 Miss Americana<\/em> documentary, conceptualised by Swift, who pitched it to Netflix and appointed the production team, was a compilation of carefully curated moments that sought to further humanise the singer. Showing her struggle with an eating disorder, real-time reactions to failures, unfiltered political views and struggles with negative media coverage, the footage gives a real and raw insight into Swift\u2019s hopes, fears, and life off-stage. While the documentary didn\u2019t try to cover up the privilege of the private jets, chauffeured vehicles, and million-dollar homes, the version of Swift that\u2019s presented was something that audiences could connect to and empathise with.\u00a0<\/p>\n\n\n\n The learning for brands? Keep it real, be honest, and don\u2019t airbrush out your wealth or privilege – just find the right message for the appropriate audience. <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n Despite some controversy and negative media coverage, Swift has been consistent with producing and releasing material. Since 2017, 10 new albums or re-recorded works, including the album, Reputation, <\/em>have borne her name. This is in stark contrast to fellow artists, who have produced comparatively little material in the same period. Swift\u2019s proactive pipeline, to use the comms terminology, ensured she was keeping fans and media engaged with album drops \u2013 the anticipation that precedes them and the hype that follows – guaranteeing her continued relevance. <\/p>\n\n\n\n <\/p>\n\n\n <\/p>\n\n\n\n Additionally, Swift\u2019s latest albums covered a range of genres including synth-pop, electropop, alternative rock, and indie folk, which appealed to a more diverse audience while appeasing her loyal fans. This allowed her to reach a wider group of listeners, growing her base of Swifties. <\/p>\n\n\n\n Her consistency in producing new material and publishing re-recorded works and \u2018vault tracks\u2019 allowed her to both grow her audience and maintain her relevance, as social media and journalists followed the highly anticipated releases. <\/p>\n\n\n\n While businesses may not have fans as loyal as the Swifties, there is no substitute for a healthy, regular pipeline of proactive storytelling and campaigning to reach all your audiences. <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n Since returning to the public eye in 2017, Swift has favoured owned channels to manage her narrative. Whether it\u2019s the Era\u2019s Tour itself or her social media channels, which have a combined following of 414 million, the singer has ensured she has ownership of the image she\u2019s presenting and control over her interaction with fans. <\/p>\n\n\n\n For example, in the lead up to the release of The Tortured Poets Department<\/em>, Swift released behind the scenes teasers, virtual clues for fans, and set up interactive installations for the album across major cities, which all sparked social and media conversation in the lead up to the album\u2019s launch. <\/p>\n\n\n\nAuthenticity<\/strong> <\/h2>\n\n\n\n
Consistency<\/strong> <\/h2>\n\n\n\n
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<\/figure><\/div>\n\n\nEngagement<\/strong> <\/h2>\n\n\n\n