The royal scroll
I already love the royal family, but somehow their visit to D.C. felt impossible to miss. This week had me fully invested in coverage of the King and Queen visiting the President, learning everything there is to know about the Kentucky Derby, and the surge of Michael Jackson music all over TikTok following the release of the movie. I usually do not think twice about this kind of thing until I remember there is a reason why all of this keeps showing up. As a student of media and communication, it is easier to see how much social media shapes what I see and why I care.
PR teams do more than just share information; they are also responsible for creating memorable experiences. The royal family did not just simply appear in my feed. Thoughtful media coverage, carefully arranged visuals, and all the organized messaging are what brought it to my attention. Every image, headline, and video reinforced the sense of importance and esteem. Despite my love, not once did I choose to seek it out; PR placed it right in front of me.
The same strategy can be seen with all the content from the Kentucky Derby right now. PR professionals are able to turn a horse race into the cultural event that it is, pulling in younger audiences who may not have been paying attention before. Highlighting the traditions, fashion, celebrities, and viral moments allows individuals like me to connect with the event in multiple ways. While I do enjoy watching “The Most Exciting Two Minutes in Sports”, I also get a kick out of the outfits, the atmosphere, and the overall aesthetic that takes over my feed. Not to mention the list of celebrities, including Jaxon Dart, Marissa Ayers, and Griffen Johnson, who show up and create content around the event. Social media heightens these curated perspectives, making the event feel even bigger and more significant than just a race.
The Michael Jackson movie has a unique approach, but the strategy is still clear. Instead of focusing on a single big event, PR teams are able to build the anticipation over time. The behind-the-scenes clips and early hype surrounding the movie help to keep the conversation going, and somehow seeing enough of it actually made me start to care.
What stands out the most is how easily all of this slips into my daily scrolling. It is wild to think about how quickly I can go from completely unaware of a topic to being completely invested in it. Social media keeps it going, but there is clearly something behind it all, making it worth the watch in the first place. I like to tell myself that I am just scrolling for fun, but deep down, I know there is a method to the madness.