Political Endorsements: The Brand Partnerships of Politics
In politics, endorsements work much like PR brand partnerships. Just as brands align with influencers or other companies to strengthen their image and reach new audiences, politicians connect with influential figures who share their values and target demographics. Think of popular brand collaborations, like Nike partnering with Michael Jordan or McDonald’s working with Travis Scott—both of which allowed the brands to reach new markets or reinforce their image. Similarly, political endorsements build credibility and create a wider appeal by linking public figures with well-established reputations to candidates. This is especially crucial when building or maintaining a political brand, helping candidates strengthen their identity or reach undecided voters.
Taylor Swift Endorses Kamala Harris: September 2024
Taylor Swift’s endorsement of Kamala Harris came on September 10, 2024, shortly after Harris’s first debate against Donald Trump. The Harris campaign swiftly responded by releasing merchandise on the same day, hinting at a prepared strategy to capitalize on the endorsement. Her endorsement of Harris helped align her with progressive ideals, specifically countering fake AI-generated images falsely linking her to Trump, which motivated her to clarify her political stance.
Swifties, a passionate and diverse group of fans, are a valuable demographic for Harris, as they reflect a broad spectrum of voters—from young progressives to middle-aged women nostalgic for Swift’s earlier eras. Furthermore, Swift’s relationship with Travis Kelce adds a layer of interest, drawing in more mainstream media attention. This partnership is a smart move for both Harris and Swift, as it revitalizes Swift’s image in politics while boosting Harris’s appeal to younger voters.
Michelle Obama Backs Kamala Harris
Former First Lady Michelle Obama, a long-time supporter of Joe Biden and Harris, has also expressed her endorsement multiple times over the years. Notably, she announced that she would be joining Harris on the campaign trail, participating in upcoming speeches and public appearances. Given the Obamas’ enduring popularity across America, this is a calculated strategy to boost Harris’s visibility. Most of the public already knows the Obamas, and pairing their reputation with Harris can help strengthen Harris’s brand, particularly with voters who may still be uncertain about her policy positions.
Trump’s Endorsement from Elon Musk
On the other hand, Donald Trump, a figure who hardly needs to introduce himself, is focused on maintaining loyalty among his base while also capturing undecided voters. Enter Elon Musk, a fellow billionaire businessman and tech mogul, who has publicly aligned himself with Trump. Musk’s endorsement brings with it the support of libertarian and tech-driven voters, offering a contrasting brand of populism and innovation compared to Harris’s more traditional progressive endorsements. Recently, Musk was even photographed doing his now-famous “X” jump, signaling his enthusiasm for this collaboration.
Conclusion
It’s important to think about these endorsements as a political and business (and therefore PR) move. Building your brand through association is critical in both spheres. While Kamala Harris works to establish her brand and connect with new voters, Trump looks to maintain loyalty and add to his established base. Celebrity endorsements are far from new—they’ve been happening for years—but it’s interesting to watch how they’ve evolved across generations. In today’s world, where media consumption is faster and more fragmented, endorsements play an even greater role. They can amplify a candidate’s message quickly across various platforms, from TikTok to Instagram, making celebrity influence stronger and more direct than ever.
I don’t know everything about political PR—I’m just someone curious about how it works and the ways it shapes our world. If you have more knowledge or different perspectives, I’d love to hear from you. Message me on LinkedIn and let’s chat! Let me know, when it comes to endorsements, what matters most to you?
*Co-created with AI
Chloe Jurva 
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