7 things PR professionals can learn from The Traitors

But beyond the drama, deception, and dubious alibis, the show teaches us many lessons in communications. As PR professionals, we’re no strangers to managing narratives and handling a crisis. So, what can we learn from the twists and turns of this psychological game? Turns out, quite a lot. 

1. Always have one ear to the ground
   In The Traitors, success often hinges on listening intently, observing body language, and picking up on cues. For example, Jake picking up on Linda’s head turn in episode one—though, let’s be honest, it wasn’t exactly subtle. Similarly, in PR, monitoring media noise, and staying tuned into trends is critical for you and your client. The best campaigns come from knowing your audience inside out and reacting accordingly. Unlike the Faithfuls, you can’t afford to miss a beat.
2. Authenticity wins (most of the time…)
   The most successful contestants thrive by being, or appearing, genuine. Audiences and clients are sharp; they can smell inauthenticity a mile off. That said, let’s address the Charlotte-sized elephant in the room: pretending to be Welsh was bold, but did it really make a difference? By the end, her two accents had blurred into each other anyway. In PR, it’s fine to take risks, but authenticity should always be your North Star. A little flair goes a long way, just make sure it’s grounded in something real.
3. You don’t have to be the loudest voice in the room
   Throughout the TV series, it’s often the quieter players who have the most influence. In the cutthroat roundtables, louder voices seem to be overcompensating and come across as untrustworthy. In social psychology, calm and measured voices often hold more sway due to their perceived authenticity and rationality. Although it is certainly a balancing act, it goes to show you don’t need to shout to make an impact. A well-timed article comment, a sharp pitch, or an under-the-radar campaign can have far more resonance than grandstanding. In comms, strategy trumps noise every time.
4. Relationships matter
   The Traitors’ ability to form meaningful connections, even under a cloud of deception, is impressive. Whether it was Minah forging bonds while plotting betrayal or Frankie and Freddie banding together for survival, relationships were key. In PR, relationships with clients, journalists, and audiences are everything. Build trust, invest in genuine connections, and don’t underestimate the power of a well-placed compliment (or, in this case, a “Faithful” poker face).
5. Don’t leave anyone out
   Poor Kas. Due to his suspiciously twinkly eyes, he was excluded from conversations, which made it impossible for him to fully participate in the game and make any progress. This mirrors workplace scenarios where inclusivity, or lack thereof, can make or break collaboration. Leaving someone out of brainstorming sessions, team meetings, or informal chats, means they’re unlikely to engage meaningfully further down the line. Make sure everyone has a seat at the metaphorical roundtable.
6. Communication is cumulative
   During the finger-pointing roundtable discussions, all the players have is their communication. How they are read in those moments dictates their chances to stay in the game. What’s fascinating is that it’s rarely one big reveal that seals someone’s fate, but rather a series of subtle inconsistencies that accumulate over time, shaping how others perceive them. The Faithfuls, less conscious of managing their narrative than the Traitors, often let small inconsistencies slip, ultimately leading to their downfall. In PR, the same principle applies: your communications build up over time to create a consistent (or inconsistent) story. Every press release, campaign, and client interaction contribute to long-term perception, so staying intentional and cohesive is key.
7. Keep your messaging simple
   Overcomplicating your messaging is a surefire way to lose credibility. Just ask Dan and Leon, who spent so much time weaving tangled narratives that no one, least of all themselves, could keep up. And then there’s Freddie, whose desperate last-minute lie about Minah and the shield unravelled almost instantly. His mistake? He didn’t realise that the more elaborate the deception, the quicker people start sniffing it out. 

So, whether you’re planning a career in PR or filling in your application for the next series, these little lessons will hopefully help you be successful in both.

(Image credits BBC / Studio Lambert)