Hearts & Minds: Swift does not just write her own songs; she narrates her life.

No prizes for the current biggest story. The engagement of a singer to a football player dominates the front pages and continues to generate acres of copy. But then this is Taylor Swift, who is the world’s biggest pop star and he is Travis Kelce, who plays for the Super Bowl-winning Kansas City Chiefs. The coverage is enormous and broad, with titles galore devoting space to the betrothal, each giving their own slant. Favourites are ‘The Taylor Swift Wedding Trade’ (Bloomberg), ‘Here’s How Much Travis Kelce Brings To His Marriage With Taylor Swift’ (Forbes) and ‘The Defiant Conventionality of Taylor Swift and Travis Kelce’ (The Atlantic). Donald Trump, ever a smart judge of the zeitgeist, dropped his previous declared loathing for Swift and said ‘I think he’s a great player, I think he’s a great guy and I think that she’s a terrific person. So, I wish them a lot of luck.’

Proof that there is room for good news, it can sell. Evidence, too, of comms at its best. Swift does not just write her own songs; she narrates her life. She owns her narrative. In Kelce she has found the perfect match. She is the girl who craves love and attention; he is the boy who provides them and some. When Swifties are polled, that is what they say about him, that they adore Kelce because he betrays no resentment at her success and he treats her properly – how he leaps out of cars to rush round to open her door. In return, she displays her unique ability to frame the story by portraying ‘Brand Tayvis’, as it is being hailed, as the tale of the brainy student who really does get the jock or as she put it on her Instagram post: ‘Your English teacher and your gym teacher are getting married’. That was accompanied by her song ‘So High School’ that contains the line: ‘You know how to ball/I know Aristotle’.

Once the trappings are stripped away, it is the sheer ordinariness that shines and wins. They keep it simple, which should be the objective of any PR. They are open, honest and authentic, also top of the list. She is marrying someone who said he thought Lewis Carroll’s famous character was called ‘Alison Wonderland’, but as Swift sings, cares enough to ‘touch me while your bros play Grand Theft Auto.’ They embody the comms ideal.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.