Is It Really All Just For PR? A Deep Dive Into Celebrity Relationships

When celebrities break up, it feels like the breakup will get more attention than the relationship itself. It almost feels like social media is more interested in the drama than the actual couple. They care more about the fallout, the leaked texts, or paparazzi videos. Because of this, people are quick to assume that most celebrity relationships are fake or created just for publicity. While PR definitely plays a role in how relationships are discussed online, I don’t think PR firms are just straight-up forcing celebrities to date each other. It seems more likely that PR teams simply recognize when the public is already interested in something and then use that attention as a marketing tactic. A good example of this is Glen Powell and Sydney Sweeney during the promotion of their film, Anyone But You. Rumors were floating around social media that the two were having an affair, and these rumors were amplified even more after Sydney Sweeney called off her engagement to Johnathan Davino in March of 2024, during the height of the rumors. However, true or not, the rumors of two A-list celebrities having an affair helped bring so much more attention to the film. Both actors later admitted that the rumors were false, but they leaned into it for the film's publicity. That situation shows that PR can benefit from rumors without actually creating a completely fake relationship.

Another relationship that got a lot of attention was Jacob Elordi and Zendaya in 2019 and 2020. Their relationship seemed to move pretty fast, and the timing lined up with the HBO series Euphoria's growing popularity. Because both actors were becoming extremely well-known at the same time, fans immediately questioned whether the relationship was real or just good timing. But realistically, there isn’t strong proof that the relationship was fake and just trying to build up hype for the latest season. It seems more believable that once the public noticed they were spending time together, media outlets and fans did what they always do: started talking about it nonstop. When celebrities are constantly in the spotlight, even normal relationships can turn into headlines. PR teams then step in to manage interviews, appearances, or how much of the relationship is shared publicly.

Taylor Swift and Travis Kelce are probably one of the most talked-about recent examples of a real relationship having major marketing effects. When Swift started attending NFL games in 2023, the attention was immediate. The camera would frequently cut to her during the games. Clips of her reactions during games were all over social media and going insanely viral. Suddenly, people who normally wouldn’t watch football were tuning in just to see what was happening. Reports showed that female viewership increased significantly after the relationship became public, especially among younger women. Following Taylor Swift and Travis Kelce's relationship start in September 2023, NFL female viewership saw its highest levels since 2000, with a 9% overall increase in female viewers. Key demographics spiked, including a 53% surge in girls aged 12-17, a 24% increase in women 18-24, and a 34% increase in women 35+.  The relationship itself was not created by the NFL or Swift's PR team, but the league and Taylor Swift still benefited from the extra attention. It’s a good reminder that public interest can influence industries in unexpected ways, even when the relationship itself is genuine.

Overall, PR seems to work more by responding to public curiosity rather than forcing celebrities to date each other. Fake dating scandals would be risky and could damage credibility if they were exposed. PR at its core is also about relating to the public; audiences can tell when something is fake or not immediately, and audiences would not take well to a fabricated relationship. It feels more realistic that most celebrity relationships are real, but once the public becomes interested, PR teams find ways to keep that interest going and see how they can use it to promote the celebrities' projects. Instead of asking whether every celebrity couple is fake, it might make more sense to ask how publicity shapes the way we see these relationships in the first place.

Rafael Pewee is a senior majoring in Advertising & Public Relations at Grand Valley State University and is in his first semester with GrandPR, where he serves as a Media Coordinator. He brings experience in media planning, content creation, and community-centered communication through internships and project-based work with organizations including Artists Creating Together, the Lighthouse Foundation, FRAM Automotive, Weller Auto Parts, and the film Harmony in Motion. Outside of GrandPR, Rafael serves as the Media Planning Team Captain for the National Student Advertising Competition and is involved in GVSU’s Advertising Club. After graduation, he plans to pursue a career in corporate communications and work at an advertising or public relations agency in Chicago.