By: Jillian Gardner (Spring 2025)
But rather than push back against the comparisons or double down with a denial, Greta Van Fleet chose something unexpected: silence. They didn’t feed the flames or try to over-explain. They simply kept playing.
It was a bold PR move that paid off. The speculation fueled curiosity. Their vintage look and unapologetically throwback sound went viral, especially after their Saturday Night Live performance. And when Robert Plant finally spoke up—calling Josh “a beautiful little singer” and joking that he “hated” him—it wasn’t shade. It was a bizarrely flattering moment of recognition. It gave the band credibility without them ever needing to say a word.
In PR, timing is everything. Greta Van Fleet understood better than most that sometimes, not engaging can be the most strategic response. They preserved their mystery, confidence, and momentum by letting the conversation happen around them, whether it was good, bad, or confused.
They didn’t need to convince people they weren’t Led Zeppelin 2.0. They just needed to keep showing up, letting the music and the buzz carry the rest.
This is a lesson worth noting for anyone in PR: you don’t always have to control the narrative to win the moment. Sometimes, the most imaginative play is letting others talk while you do the work.