Why Staying Up-to-Date on Pop Culture Matters in PR and Marketing 

By: DeAsia Samuels

In the fast-paced world of public relations and marketing, staying current with pop culture isn’t optional — it’s a necessity. Our ability to connect with audiences and create resonant messages depends on how well we understand the cultural landscape.   

Brands that consistently stay in tune with pop culture build a reputation for being relevant and competent. Consider how Gen Z-focused brands like Glossier or Fenty Beauty incorporate pop culture into their marketing strategies. By collaborating with influencers, referencing popular memes or engaging with trending topics, these brands create a sense of belonging and community among their audience. 

Staying up to date on pop culture enables PR and marketing professionals to act quickly and ride the wave of viral moments before they pass. This agility can lead to massive exposure and engagement. 

Why Audience Interests Matter 

Knowing what your target audience is talking about and interested in is key to creating messaging that resonates. Pop culture trends often reflect broader societal attitudes, making them timely indicators of what people care about and how their interests translate to real life circumstances. In PR, this means knowing what aligns best with what you are trying to promote. If you have trouble understanding why a trend is catching on, ask yourself: why are people engaging with this? If you can answer this question, you can understand your audience’s interests. 

For a relevant example, consider McDonald’s partnership with musicians Travis Scott and BTS. The brand wanted to specifically reach Gen Z audiences. To do this, they produced a nostalgia-driven marketing campaign that incorporated references to early 2000s Happy Meals, retro-stylized commercials (think NSYNC and Britney Spears), limited-edition sauces and more. This campaign appealed to Gen Z sentiments, and it was a master class in how a smart brand can speak to its audience. 

Pop Culture Is a Shared Language 

Pop culture provides a platform for brands and organizations to relate to their audiences. Whether it’s a viral TikTok trend, a hit TV series or a celebrity moment, these cultural touchpoints offer opportunities to communicate with people in ways that feel authentic and timely.  

Take Oreo’s famous tweet during the 2013 Super Bowl blackout: “You can still dunk in the dark.” By being quick enough to reference a live event that millions were experiencing in real-time, the tweet went viral, earning the brand massive engagement and cementing its reputation as a savvy and relatable voice. 

Brands like Wendy’s and Duolingo have mastered the art of leveraging pop culture on social media. Wendy’s consistently uses humor and memes to engage with followers, while Duolingo’s TikTok account features playful nods to trends and internet culture. Both brands have become standout examples of how staying current can translate into millions of views and a loyal fanbase.  

The Role of Pop Culture in PR and Media Strategies 

While pop culture is a valuable tool for advertising and marketing purposes, it also plays a big role in PR and media strategies. With cultural trends being as unpredictable as they are, a PR professional must first understand the trend itself to be able to craft timely pitches, align clients with relevant stories and secure strong media coverage.  

PR firms can find ways to tie their client’s messaging into conversations around a major cultural event. This could mean securing high-profile media placements in publications covering the trend to build brand awareness. You can also build strong leadership for your clients by offering reactive commentary that showcases your client and their brand in the best light.  

Jumping on Trends and Avoiding Backlash 

Staying informed about pop culture isn’t just about jumping on trends — it’s also about understanding how to avoid missteps while simultaneously capturing cultural moments. A poorly executed campaign or an outdated reference can quickly backfire, leading to public backlash.  

For example, Pepsi’s 2017 ad featuring Kendall Jenner was roundly criticized for attempting to solve social justice issues with a can of soda. The ad was tone-deaf and seen as trivializing a national issue. This misstep showcases the risk that brands take when choosing to utilize social movements without a deep understanding of the issues at hand, emphasizing the need to stay informed and create thoughtful messaging.  

PR professionals must also take on the role of a “cultural knight” or “gatekeeper” when it comes to advising clients on what best aligns with their values or what might be perceived as disingenuous to their mission. PR professionals who fully understand pop culture and its nuances can help clients navigate trending conversations adequately, ensuring their messaging aligns with their audience’s expectations. 

Building Cultural Relevance through Competence  

Leveraging pop culture in your strategies is about more than just being “trendy”; it’s about understanding the cultural fabric that collectively shapes how people think, feel and connect. At TASC, we help brands craft compelling narratives and drive lasting impact while staying informed on popular culture. We help mission-driven nonprofits and organizations tell stories that are authentic to their cause. Whether it’s by keeping tabs on the latest TikTok trends, following award show moments or understanding the cultural significance of rising social movements, staying informed about these trends will always be critical for PR and marketing professionals.