07 March 2024 , 09:28
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Taylor Swift has shown just how much she "appreciates and respects" her fans as she continued performing despite a major health concern.
The 34-year-old was seen struggling to perform during her Eras Tour in Singapore, but she carried on despite coughing and having to clear her throat. She's previously vowed to take to the stage "whether I'm sick, injured, heartbroken, uncomfortable, or stressed".
Taylor also said the only thing that would stop her from taking to the stage would be a "force majeure". PR expert Ryan McCormick believes Taylor's statement and recent concert shows just how dedicated she is to her fans.
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Taylor Swift has impressed fans with her Eras Tour performances (Getty Images for TAS Rights Mana)He told The Mirror: "With this statement, I think Taylor Swift is letting her fans know how much she appreciates and respects them. 'Force majeure' means extraordinary unforeseen events such as extreme weather which could compromise everyone's safety.
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"Swift may have said that line to reassure her audience that nothing short of an act of God will prevent them from seeing a show they paid their hard earned money for." Taylor previously opened up about performing in an interview with Time magazine.
She said: "That's part of my identity as a human being now. If someone buys a ticket to my show, I'm going to play it unless we have some sort of force majeure." PR expert Kieran Elsby believes her comments might be a "strategic move rather than a ground-breaking shift in industry playbooks".
The singer recently struggled on stage (TIKTOK)
She didn't let it stop her from performing ([SOURCE] for TAS Rights Management)He explained: "While most artists wouldn't perform under such circumstances, anyway, framing her commitment to performing through the lens of these exceptional situations reinforces her dedication to her fans. By establishing a clear threshold for cancellation based on 'force majeure,' Swift provides fans with a standard expectation for when shows might be postponed.
"This can aid in crisis management by enhancing understanding and potentially pre-empting backlash in case of cancellations." However, Kieran warned there are "drawbacks" to Taylor's statement. He told us: "The subjective nature of 'force majeure' leaves room for scrutiny if cancellations occur for less exceptional reasons.
"Clear and timely communication from Swift's team becomes paramount in such instances to maintain trust and manage perceptions. Moreover, Swift's credibility could be at stake if she fails to uphold her statement in the coming months. Fans may interpret any subsequent cancellations as a calculated move rather than genuine commitment, potentially eroding trust and loyalty."
Ryan McCormick is a PR expert who spoke to The Mirror on behalf of Goldman McCormick PR. Kieran Elsby is a PR expert who spoke to The Mirror on behalf of Media PR Global.