On October 3rd, 2025, the world will receive Taylor Swift’s 12th studio album, The Life of
a Showgirl. As a Swiftie, I am, of course, through the roof with excitement. This album shows
audiences a whole new side, or era, of Taylor Swift. Through the years, Swift has been able to
reshape her image, try different music styles, and more, all while keeping her fans engaged and
wanting more. No wonder she has millions of followers across social media outlets and a loyal
global fan base. The only question that remains is how she does it.

One of the most recognizable ways that Swift keeps her fans engaged is through easter
eggs. Whether it’s adding a clue in a song or a symbol in a video, for over 10 years, she has
masterfully made her fans search for small details that could mean something. For this
upcoming album, Swift first teased her fans a year before announcing the release of the album
by posting this TikTok (notice the A12, as in August 12th, the day she announced her 12th
album). During the last night of the era’s tour, Swift exited the stage through, you guessed it, an
orange door. On the New Heights podcast, Swift said, “Basically, the reason why I chose to exit
that way is because I kind of wanted to give a little subliminal hint to the fans that I may be
leaving the Eras Tour era, but I was also entering a new era.” What a genius.

Taylor Swift has also become a master of timing, specifically through the concept of the
surprise drop. Not once but four times has Swift done a surprise drop. The first was in 2020,
when she gave fans less than 24 hours’ notice that Folklore would be released on July 24th.
The album would then win Album of the Year at the 2021 Grammys. 5 months after Folklores’
release, Swift released the sister album, Evermore, once again giving fans short notice. More
recently, Swift has been releasing what feels like a part two to her albums. In October of 2022,
Swift released her anticipated 10th album, Midnights. What fans weren’t expecting happened at
3 am with a surprise drop of Midnights (the 3 am edition), adding 7 songs to the album. She did
this again in 2024 with the release of The Tortured Poets Department. At 2 am, she released
The Tortured Poets Department: The Anthology, this time adding 15 extra songs.

By keeping her fans engaged, Taylor Swift has not only become a global superstar but
has also created a successful brand. Through her hard work and dedication, The Eras Tour
became the highest-grossing tour, being the only tour to surpass 2 billion dollars. She is the only
artist to win Album of the Year 4 times and the most awarded artist at both the American Music
Awards and Billboard Music Awards. Best of all, she has achieved all of this while being a role
model for people all over the world and has been an activist in political and human rights.

Hispanic heritage month, which is commemorated from September 15 to October 15, is a celebration in the U.S that honors both Hispanic and Latino culture. It gives recognition to achievements, contributions, and history Hispanics and Latino’s have shared with the United States. This month-long celebration also allows for brands and organizations to engage with the community and account for 30% of the U.S population.

PR professionals are absolutely vital if you want Hispanic narratives presented accurately and with respect in today’s business world. We’re not talking about surface-level campaigns or buzzwords. The real professionals in PR are the ones carefully highlighting meaningful achievements, sharing authentic stories, and shining a light on events that actually connect with Hispanic communities.

Their approach builds something deeper including: genuine pride and a stronger sense of unity—not just for show, but because it matters for employees, clients, and partners. They’re cultivating brand loyalty while also helping organizations avoid tone-deaf missteps that can turn into PR troubles overnight.

With thoughtful strategy, public relation teams give these voices the space and audience they deserve. This allows for movement of the needle on cultural understanding inside and outside the company. The business is more inclusive, more dynamic, and frankly, a lot better for the bottom line.

During Hispanic Heritage Month, genuine public relations calls for more than a small act here and there. It calls for active support of causes that truly resonate with Hispanic/Latino communities, cooperation with well-established ethnic groups, and culturally relevant communication in order to interact with these communities. These methods strengthen ties between brands and Hispanic consumers while also promoting trust. Like mentioned above, studies constantly show that people’s brand loyalty rises dramatically when they feel truly appreciated and valued. Businesses that put an emphasis on meaningful engagement with the targeted group should expect not just an increase in sales but also the development of devoted brand ambassadors who can spread good opinions through word-of-mouth.

Every fall, there’s this sudden flurry of campaigns, workshops, and unique events, stacked right between September and October. PR teams are on it. They use media outreach, social platforms, and press releases to make sure nobody misses out. It’s everything from art exhibitions to interactive workshops, talks featuring guest speakers, live performances, and, of course—who could forget?—the food festivals. Everyone gets a little bit of something, and honestly, it brings people together in ways a regular memo never could. People connect with their heritage by pulling off these events and, more importantly, by joining in. For Hispanic and Latino communities, their full participation matters. That means making sure all these activities are actually accessible, offered in both Spanish and English. Otherwise, what’s the point? Inclusivity shouldn’t be optional.

When you’re planning these activities, respect isn’t just a throwaway word—it’s central. There’s zero reason to aim for anything that might leave any group feeling less-than or looked down upon. In fact, if you really want to dodge bias and that dreaded tokenism vibe, you’ve got to pay attention to cultural differences. Actual collaboration with Hispanic professionals and stakeholders? That’s a win. When people contribute their unique perspectives, discussions become notably richer and more respectful. Genuine understanding and appreciation for different backgrounds means your message doesn’t just check off your diversity needs—it actually connects with people on a deeper level.

Hispanic Heritage Month deserves more than a perfunctory acknowledgment from corporations. It’s not just a line item on a checklist. Instead, it offers organizations a legitimate opportunity to demonstrate their commitment to diversity and inclusion. By actively celebrating Hispanic heritage, elevating authentic Latin voices, and building meaningful relationships with the community, companies make a lasting impact—so much more powerful than a standard press release. If companies are serious about honoring Hispanic communities, they need to put action behind their statements, not just rely on surface-level gestures. It is very true that people can sense genuinity.  Let’s embrace each other this month!

In the Spring of 2025, 1853 Communications turned five years old! 1853 is a student-run PR Agency within the Media and Communication department of Arcadia University that started in 2020. 1853 began because our faculty advisor, Dr. Chris Mullin, saw how essential it was for students to gain hands-on experience in the field of public relations. She wanted to give students one of a kind opportunities that can truly change the outcome of their futures. 1853 Communications does just that.

            My name is Allison Schmidt and I am serving as the current co-director of 1853 Communications with Emily Fadako. During our time together, we have seen how significant having a space like 1853 truly is. It changed our lives by giving us the opportunity to lead a student-run organization and gain professional experience before entering the public relations field. Not only did it change our lives, but it’s been changing the lives of so many other students. The impact that 1853 Communications has on students is indescribable.

            For five years, 1853 has been changing the lives of over 70 students. Students get the chance to help lead a student-run organization. They get the opportunity to learn first-hand about what working in the public relations field is like. Students receive work experience by partnering with multiple small-businesses and creating different public relation plans. Over the years, 1853 has partnered with many organizations. Arcadia University, Department of the Media and Communication, Arcadia University’s Center for Teaching Learning and Mentoring (CTLM), Loco Mag, Gift of Life Donor Program, Pals for Life, and Donate Life Pennsylvania are just a few of the organizations that the students of 1853 got to professionally work on.

            In honor of 1853 Communications turning five years old, Emily and I wanted to write this post as a way to celebrate all of the hard work that people put into this student-run organization. 1853 would not be possible without the executive staff, the students, and the faculty advisor – Dr. Chris Mullin. This article is a thank you to everyone who ever showed an ounce of support for 1853. Without your support, 1853 would not be what it is today. 1853 appreciates every single one of you.

Hello my name is Bobby, I’m an account executive at 1853 Communications and I got an inside tour of 6abc. At 6abc you get to see the behind-the-scenes of the news you watch. From how news is formulated and directed around areas, to how people get their weather forecast. When entering you are introduced to a model of Chopper 6 and a monitor that shows current ratings on news viewage. Exploring the right side of the building you get a front-row seat of how news comes in, a station that listens to police radio chatter to be first on the scene on an interesting news topic. A room that reads over the weather forecast and does calculations to make sure the weather is predicted correctly. In addition to the rooms is an area where you can report your problems against businesses or people that may have caused fraud or problems against you. Right next to this room is where they shoot a live report on sports games that are actively dealing with our cities teams. Going towards the left side of the building you get to see the behind-the-scenes audio, video, news stories, etc. All are being worked on and perfected for live news coverage. Making it possible for the audience to hear the news perfectly or being able to see camera footage of what the news coverage is about. You also get to see areas on stage which are shown on TV with our news anchors. The areas behind the walls with all sorts of equipment. You even get to understand and see how they switch the rooms colors to certain events. Each worker all has their own story leading up to working with 6abc with addition of what they do there. All shown are plain examples of strategic planning, storytelling, and communication efforts that go into building trust with the public. Overall, the visit was both inspiring and educational. It gave me great insight on the coordination and dedication involved in broadcast journalism.

Back in the beginning of the school year I attended the 2024 Victoria Secret Fashion
Show. Now this is the PR event of the year for me and I have been locked in for years. I was at
the official watch party of the fashion show. While talking to people I met Sigrid Freborg; an up
and coming model (and one of the sweetest girls I’ve ever met). As a testament to how
important networking is it was thanks to her and her mom that I was able to make it into VIP.
The moment I walked into VIP the energy switched, the room was full of marketing and
branding executives for companies like Prada, Tom Ford, Louis Vuitton, and so many more. The
more shocking part is that with so many rising models in the room many of the people I spoke to
thought I was one of them (such a compliment). They were very surprised when I pulled out a
paper copy of my resume and told them that I’m actually a Media and Communications student.
I had never felt so supported as a student. The brand manager for Tom Ford, Leo Livshets was
actually very proud of me as I told him how far outside my comfort zone I was, but I had also
never felt more at home and around like minded people. Leo reassured me that I would do just
fine and it gave me the confidence I needed to know that this is the career I want to be in.

But while the show went on and I spoke to more people I realized that hosting events
like this is exactly what I want to do. Holding a fashion show to fully realize your brand image
was one of the most ingenious things to force yourself into the public image.
During the show they made it incredibly obvious that the “Bombshell” exclusivity was
over and done with. They had actually diverse models; POC, curvy, and trans models were all
on the stage and it was incredible to see them shed their past ways and prove that Victoria’s
Secret wants to move into the future.
Also in the VIP lounge I was able to meet so many influencers that were invited to post
about their experiences. Seeing how they are so openly on camera in public and enjoying
themselves doing it was inspiring as someone who wanted to be an influencer in the past.

I truly love how Victoria’s Secret is able to reinvent themselves, and successfully
relaunch their brand all while wearing heels and body glitter.

During the Spring 2025 semester at Arcadia University, I joined the Public Relations Practicum course. This class included guest speakers who were PR professionals as well as tours by local agencies in the Philadelphia region. One such tour was a trip to a local news studio. A select group of students were welcomed to the Studio of 6ABC News on 4/1/25. Myself and the rest of the students were given a behind the scenes look at the studio. A tour guide gave us an exclusive look at the newsroom, showcasing a perspective not often seen by the audience. We were educated on the daily operations of 6ABC as well as the different sections of the building. It was enthralling to learn the history of Channel 6. My class was allowed to tour the main news room before the mid-day broadcast. There, we were invited to take pictures and see the camera equipment being set up by the technicians before going on air. Payton Domschke greeted us and invited us to have our pictures taken with her. She talked to me about her journey at 6ABC and how she began in February of last year. My dream career is to work at a news station like Action News, so it was very enjoyable to see my life through a future lens. I will be seeking employment at 6ABC after graduation and hopefully in an ironic twist of fate I’ll revisit Arcadia as a guest speaker myself and be able to educate students about what it takes to work in PR. The rest of my fellow students were given a look at the sports room, which was perfect timing as a handful of us had gone to a conference at Temple University a few days prior. The event was hosted by PR professionals in the Sports scene and was a fabulous experience for the members of my group who were interested in working with sports related media in the future.

When most people think about public relations, they picture press releases, crisis control, or
polished media statements from company executives. And although those are major parts of the
PR world, some of the best PR work happens when brands take bold and unexpected risks
often with a little humor and a whole lot of creativity. As a PR student working at, 1853
Communications, I’ve learned that the most effective campaigns don’t always come from the
biggest budgets or the most obvious ideas. Sometimes, the best ideas come from turning a
product flaw into a feature, hijacking a competitor’s turf, or literally paving the road for better
delivery. In today’s post, I want to share three cool, unique, and innovative PR campaigns that
surprisingly worked incredibly well.

Cheetos’ “Hands-Free” Campaign
Watch the ad
Launched in February 2020 during the Super Bowl, Cheetos teamed up with Goodby Silverstein
& Partners to flip one of their messiest problems into pure PR gold. What was their genius idea?
Lean all the way into the iconic orange “Cheetle” dust that gets all over your fingers and use it
as an excuse to do absolutely nothing. The “Hands-Free” campaign featured a hilarious ad with
MC Hammer and the tagline “Can’t Touch This,” showing people dodging chores and other
tasks just by snacking on Cheetos.
But it wasn’t just a funny Super Bowl moment—it became a full brand pivot that made the iconic
Cheetle dust part of pop culture. The campaign also tied in with the rise of voice assistants and
hands-free technology, keeping the concept modern and relatable.
What was the best part of this campaign? It didn’t shy away from Cheetos’ flaw—the Cheetle—it
turned it into a lifestyle. The campaign stayed true to Cheetos’ quirky brand, and audiences
loved the humor and authenticity behind it. It racked up over 70 million YouTube views and
sparked a wave of memes, engagement, and positive press coverage.

Burger King’s “Whopper Detour” Campaign
Watch the overview
Launched in December 2018, FCB New York helped Burger King launch the “Whopper Detour,”
a campaign that felt more like a tech startup than a fast food PR campaign. What was their
legendary idea? Offer customers a Whopper for just one cent—but only if they ordered it from
the Burger King app while standing within 600 feet of a McDonald’s.
The campaign drove 1.5 million app downloads in just nine days, pushed Burger King to the top
of the App Store charts, and generated massive media coverage in outlets like AdWeek, CNN,
Forbes, and The Verge. It was a viral hit that blended mobile marketing with playful trolling
between brands. The campaign even won a Grand Prix at the Cannes Lions Festival in 2019, one of PR’s highest honors, but most importantly, consumers loved it.

Domino’s “Paving for Pizza” Campaign
Coming in at number three is Crispins, formerly Crispin Porter + Bogusky, idea from June 2018
for Domino’s to create local partnerships to fix potholes. While most pizza chains focus on
toppings, stuffed crusts, and deals, Domino’s looked outside the box. Launching the “Paving for
Pizza” campaign, Domino’s set out to fund pothole repairs in small towns to ensure safe delivery
of their pizza. Cities could apply for grants, and once approved, Domino’s would send funds and
even brand the freshly paved roads with “Paved by Domino’s” logos. Within the first few months,
Domino’s fixed potholes in more than 20 towns, including cities in Texas, Georgia, California,
and Delaware. The campaign was extremely funny, practical, and unexpected. It earned over
35,000 local nominations and a ton of positive press from both national and local outlets.
It branded Domino’s as a reliable, community-minded company that goes the extra mile.

In conclusion, these PR campaigns demonstrate the power of thinking outside the box and
embracing creativity. Whether it’s turning a flaw into a feature, creating viral buzz with playful
competition, or improving communities in unexpected ways, these brands have shown how bold
ideas can lead to massive success. For us PR professionals, these examples serve as a
reminder that the best campaigns are often the ones that take risks and break away from the
conventional norms.

If you haven’t seen this year’s Coachella clips floating around the internet by now, you’re definitely living under a rock. The performances were so good, I stayed up until 3:48am to watch certain sets (the time difference and all). From the moment fans hit the highway toward Indio, California, it became clear that this wasn’t just about music, it was about the message. Artists turned the road into a marketing runway, with huge billboards teasing performances, hinting at eras, or trolling the internet.

Starting off with the headliner that singlehandly goes down as my favorite performance to date, Lady Gaga. The queen of theatrics returned and she returned in style. Gaga’s return to Coachella was such a major moment that her billboards made sure everyone felt that moment long before she stepped on stage. Fans were greeted with three different billboard designs scattered throughout the desert, each evoking a different aspect of her artistic identity. One featured a close up of her with smudged lipstick and a neon “MAYHEM,” referencing her new chaotic aesthetic. Another played up religious symbolism, while a third had no text at all, just her iconic eyes piercing the highway dust. Her billboards weren’t promotions, they were plot twists. A perfect example of brand continuity meeting mystery.

South African rising star Tyla, used humor and cultural relevance to stand out. Her billboard? A stark white backdrop with the words: “Got Water?” in bold black font. It was simple and instantly recognizable as a parody of the old “Got Milk?” campaign. But it also served a practical reminder in the desert heat and a double entendre for the wave she’s making in music right now with her breakout hit “Water.”

Charli XCX took a more cryptic approach. Her billboard was just the word “BRAT” but crossed out in green spray paint. Fans of Charli immediately recognized it as a reference to her iconic musical era that even had political campagins use it, but why was it crossed out? Was she reinventing it? Was Brat summer over? Nobody knew, and that was the point. That is until the end of her coachella performance where she did confirm the Brat era was over and that maybe it was time for a “insert here” summer where she listed a bunch of performers with new albums coming out. Ambiguity can be powerful. When your fan base is already tuned into your aesthetic, even a vague message can explode into viral content.

Coachella has always been a brand builder, but this year, the artists themselves took control of how they want to be perceived for their incoming performances. In an age of doom scrolling, a real world billboard felt almost avantgarde. These artists reached their audience IRL and made them look up from their phones. The buildup wasn’t limited to social media or setlist leaks. These campaigns and promotionals created FOMO before the festival even began. What Coachella 2025 proved is that great PR doesn’t always require a press release. Sometimes, it’s about getting in your audience’s line of sight, literally.

As St. Patrick’s Day festivities pass, folks recover after a celebratory night out. This is
influenced by public relations campaigns for businesses that encourage individuals to go out
and celebrate. PR is at the heart of successful celebrations on St. Patrick’s Day. So, let’s
examine how companies and businesses used public relations for St. Patrick’s Day.
Public relations is about keeping a company’s image by establishing good relationships
with the public and the media. Seasonal PR offers chances for companies to reach their
audience. Holidays, especially one as globally celebrated as St. Patrick’s Day, Pr efforts can
become even more impactful. Holidays also allow companies to build connections with other
companies to collaborate on an event or product.
One of the simplest PR tactics used for St. Patrick’s Day is themed campaigns. Whether
it’s an exclusive green product launch or a St. Patrick’s Day sale, companies use the
holiday to market festive goods, services, or experiences. Take the limited meals, specialty
wear, or theme parties that are all sold with the help of PR initiatives. A public relations
campaign may consist of a series of news releases, social media promotions, influencer
sponsorships, and in-store activities, all to generate buzz. Many companies that participate in
St. Patrick’s Day not only makes the company appear more human but also allows companies
to experiment with new strategies and ideas.
A great example of this would be McDonald’s yearly release of the Shamrock shake,
except this year, McDonald’s not only brought back the shake but also brought back Grimace’s
uncle, Uncle O’Grimacey. The return of Grimace’s uncle generated significant social media buzz
among both fans of the character and those curious about who Uncle O’Grimacey is. Another
great example is the collaboration with Kerrygold and Native Denims on a limited-edition pair of
jeans, that has a small pocket for Kerrygold Cheese Snacks, with a custom embroidering of the
Irish buttercups in Kerrygold’s logo. These pants can not be purchased, you have to enter for a
chance to win one of 500 pairs of special jeans. Under normal circumstances, these
limited-edition pants and more importantly the collaboration between the brands would not have
come together, but St. Patrick’s Day brought these two brands together, and the public relations
strategy.
St. Patrick’s Day for Public Relations isn’t just about bringing awareness to limited-time
products or offers but it plays a major role in local events, parades, and community events.
Event promotion generates traffic and fills events with people, whether it is a party, live music, or
a parade. Media coverage can be achieved by companies by reaching out to local newspapers,
radio, and television. This media coverage gives the event more exposure, attracting the public
and potential clients who are not necessarily following the social media handles of the brand.
PR personnel also get press releases mentioning certain promotions or events and send them
to local newspapers to gain useful exposure.
NBC10 Philadelphia featured CURRAN’S on St. Patrick’s Day to publicize the St.
Patrick’s Day party that it was holding. CURRAN’S had traditional items such as shepherd’s pie
and ham and potato chowder and traditional St. Patrick’s Day fare such as Irish Car Bombs and
Baileys Irish Cream. The bar was decorated for the holiday and the St. Patrick’s Day feel was
topped with music and dancers performing an Irish jig. The feature pictured Curran’s Pub as
where to be on St. Patrick’s Day and invited viewers to come on down and join them and be part
of the celebration.
Public relations is important for a successful St. Patrick’s Day, PR helps brands engage
consumers, create excitement, and establish a memorable experience – from partnership and
themed promotions, public relations marketing, and cause-related event marketing. St. Patrick’s
Day is a great opportunity to test creative PR ideas that engage audiences, boost brand
visibility/awareness, and cultivate relationships. With fantastic PR execution, St. Patrick’s Day
campaigns can be both profitable and festive!

Working as a member of a student run PR agency this semester was quite an enjoyable experience. The dynamic of everybody in the classroom having different strengths, and those strengths playing into what roles they would assume during certain weeks, was very interesting to see play out week by week!

While not necessarily intentional, the effect of allowing people to sometimes vote for what they would like to do, other times assigning at random, allowed for a dynamic environment that never got stale or boring. The emphasis on group collaboration was also a large factor in the enjoyability of our environment too, even if people felt out of their element taking on a task unusual to themselves, they are likely to find help from their peers.

I was happy to be able to put my own spin on the Lunch and Learn CTLM card and see that others genuinely enjoyed my design! I have never gotten to explain my design philosophy for this and so I would like to take a moment.

The original Lunch & Learn card was indistinguishable from the rest of the CTLM cards, which was odd considering it was the only active event of the lineup, if it is different why not make it look different? Another glaring issue with the original was its use of language, there were simply too many words, that were so tiny, and so little space, that I’d bargain most people did not even take the time to accurately read the entirety of its text. My redesign aimed to move away from the sameness of the rest of the cards, and cut down on the wordiness, while still maintaining its core values and accomplishing what I assumed to be the goal of the original cards… to get people to know what a Lunch & Learn is and potentially attend!