In the world of entertainment, sometimes things and people are not all as they seem.

I’m gonna talk about something that far fewer will in public relations: public figures who partner up for cross-visibility and promotion by projecting an image of being in a romantic couple when they in fact are in a PR couple.

Again, this is an ethics point for me; I wouldn’t advise people to falsify a relationship because I don’t represent those who don’t remain true to their authentic selves.

That said, when I see a PR couple appear in the press, these are a few indicators that jump out to me:

1. The level of communication energy expelled into the “hard launch”: if there’s an image released anywhere- the press, social media, etc. that is partnered with a lengthy caption, it’s a red flag to me. That is because when lengthy language appears from whoever is publicly disclosing the two parties in question, it is, if sincere, short, sweet, and effortlessly to the point. Love is an energy that can be authentically conveyed to the public in the smallest of gestures and words, so there’s no need to sell hard; any lengthy hard launch as opposed to a reserved soft launch in terms of messaging communicates that there may in fact be something here to question the validity of.
2. Timing. It’s important to consider the timing of the release to the general public that a “new couple” has emerged. Think about it: if someone who just exited a relationship one week hard launches another one the next week, there’s room there to be suspect of how all things came to be or not to be, as that will be the question of discerning minds.
3. An increased frequency of public displays of affection early on in the “new relationship” in terms of everyday life and social media posts. If in PR, as in marketing, we are looking to really sell an image of something, consistent repetition and messaging is key to reinforcing the existence of what a publicist is trying to get you to believe.
4. A noticeably large increase in media placements speaking on both parties as a “new couple”. Now, let’s talk celebrity: if a known celebrity is going to be referenced in an article, a professional journalist is going to have to vet the authenticity of facts, and that’s only going to be breaking news for so long. To really extend the visibility of the “new couple,” entertainment publicists will want to coordinate coverage, and the easiest way to do so is to work with both teams to get on the same page. Considering the regular amount of press public figures get, if you notice for a string of days, weeks, or months much more of an uptick in a public figure’s press presence who has been stagnant within their career, chances are they could have agreed to enter a PR relationship to help keep their image fresh in the media by the ongoing association with another public figure.

That is why I detest certain aspects of PR, because some people will lie about anything. I’m someone who has zero tolerance for bullshit.

I am a publicist with ethics and integrity, which means I would never represent clients who would deliberately misrepresent themselves, personally or professionally.

Other Reasons Public Figures May Enter Into PR Relationships

Unfortunately, this world can be homophobic and transphobic. That can be rather scary for someone who feels their entire career hinges on public perception and who may also be in the closet. In this instance, I understand, but I’d never take on a client in the closet to begin with.

That may sound harsh, but self-love and acceptance are my personal brand. For that reason, I wouldn’t work to conceal someone’s sexuality because that would go against everything I am about as a proud and vocal gay transgender man and activist. But don’t fret, closeted gays and eggs; there’s always gonna be someone in Hollywood you can pay to shield what you find shame in; however, there’s no shame in my game.

So while I have compassion for those who may be in the closet and that is why they enter into hetero-framed public PR relationships, I do not respect or support it.

Coming out isn’t easy, but it’s worth it not just to the individual but also, collectively, to every other person who shares a queer identity in this country and especially during this time in history. When public figures come out simply by living their lives authentically and inclusive of their true sexualities, actual partners, and gender identities, it’s substantially way healthier for the public to see that.

In fact, it positively impacts public perception more than not by showcasing the confidence of queer love in entertainment.

On a personal note, I would encourage you to reconsider doing business with any publicist who would ever encourage you as their client to falsify a relationship during a career lull to keep you in some form of media and public view, as I find that unethical.

Think about it: what “new couples” right now are the entertainment media attempting to shove down your throat, and why is that?