A few observations:
First, did you notice that she didn’t mention anything that actually happened in the debate? If Swift watched it — like she claimed — and was so moved by Kamala’s performance that she had to make a political endorsement ASAP, it’s a weird thing to overlook. An honest, sincere person would be eager to share what moved them so much.
But I think we know the reason for Swift’s omission: This statement was written by someone else, several days (if not weeks) prior to the debate. And it’s probably gone through multiple drafts with multiple revisions. (It’s hard to delve into details about something that hasn’t happened yet.)
So, if it was a prewritten statement, why did Swift release it when she did?
Bob Lefsetz is a music analyst, critic, blogger and journalist. He’s also had his own misadventures with Swift, who (allegedly) wrote the 2010 hit song “Mean” as payback for his criticism. Like Swift, Bob Lefsetz is a leftie, and he was flummoxed by the timing of her endorsement:
“For someone supposedly so publicity savvy, to announce on the same night as the debate was a gross miscalculation,”
he wrote. “You want to make your statement when it will get the most ink, the most attention, when it will have the most impact and spread. You don’t want to compete with another news story. …This was completely mishandled. Swift should have announced on the VMAs, where she will look big in contrast to all the gnats appearing. She should have waited for a slow news day. This is PR 101…”
What Lefsetz is missing is that Taylor Swift knew EXACTLY what she was doing. Do you really think the world’s biggest popstar — armed with gazillions of managers, agents, assistants, brand-builders and publicists — would drop a presidential endorsement(!) without premeditation? The entire thing was orchestrated from the beginning, probably weeks ago.
But what’s most telling is that Swift opted to drop her endorsement when it mattered the least.
In the PR biz, the best time to release bad news is when nobody’s looking. The Friday before a holiday weekend is the most popular release date. (Pro Tip: Pay close attention to government agencies on those kinds of Fridays, because they use this tactic a LOT.) The goal is to sandwich your negative story in between bigger, brighter, more memorable events and activities, so your reputational harm is minimized.
Taylor Swift — the most publicity-savvy entertainer of our generation — is treating her endorsement of Kamala Harris like it’s BAD news. This was the most backhanded endorsement in recent memory.