The Art Of The Publicity Stunt - Dos And Don’ts

PR Blog No. 4

Hello, BizMinds! Publicity stunts have long been a powerful marketing tool for businesses, celebrities, and brands looking to grab attention and make headlines. When executed effectively, they can generate massive media coverage, enhance brand recognition, and memorably engage audiences. However, if done poorly, they can backfire, causing damage to reputation and credibility.

This article will explore the dos and don’ts of executing a successful publicity stunt, ensuring that your brand benefits rather than suffers from the exposure.

The Dos of a Publicity Stunt

1. Define a Clear Objective

Before launching a publicity stunt, have a clear goal in mind. Ask yourself:

• What do you want to achieve?
• Who is your target audience?
• How does this stunt align with your brand values?

Defining these objectives will help shape your campaign and measure its success.

2. Be Creative and Unique

To stand out in today’s crowded media landscape, your stunt needs to be innovative and attention-grabbing. Consider:

• Unconventional locations
• Eye-catching visuals
• Surprise elements

A great example is Red Bull’s Stratos Jump, where Felix Baumgartner skydived from the edge of space, breaking world records while reinforcing Red Bull’s brand identity as a company that supports extreme sports and adventure.

3. Leverage Social Media

Publicity stunts thrive on virality. Social media plays a crucial role in amplifying your stunt’s reach. Strategies include:

• Creating a branded hashtag
• Encouraging audience participation
• Using influencers to increase engagement
• Live streaming the event

For example, in 2014, ALS Association’s Ice Bucket Challenge went viral because it was simple, engaging, and highly shareable.

4. Ensure Logistical Feasibility

Big ideas require solid execution. Planning is essential to avoid logistical nightmares. Consider:

• Permits and legal requirements
• Safety measures for participants and audiences
• Weather conditions and backup plans
• Trained staff to handle any crises

5. Create a Strong Call to Action

Your publicity stunt should lead to meaningful engagement. Ensure there’s a next step for your audience:

• Visit your website
• Buy a product
• Sign up for a newsletter
• Share the event on social media

A well-structured call to action will help sustain momentum after the stunt concludes.

The Don’ts of a Publicity Stunt

1. Don’t Be Controversial for the Sake of It

Controversy can generate attention, but if it lacks purpose, it can lead to backlash. Brands should avoid:

• Stunts that are offensive or insensitive
• Events that exploit tragedies or serious issues
• Actions that create unnecessary risks or harm

For instance, Pepsi’s 2017 ad featuring Kendall Jenner was heavily criticized for trivializing social justice movements, resulting in a public relations disaster.

2. Don’t Ignore Crisis Management

Even the best-planned stunts can go wrong. It’s crucial to have a crisis management plan in place. This includes:

• A designated spokesperson
• A prepared statement for media inquiries
• A response strategy for negative publicity

One example of poor crisis management is Samsung’s exploding Galaxy Note 7. While not a publicity stunt, the brand’s slow and ineffective response worsened the situation, leading to massive recalls and reputational damage.

3. Don’t Overpromise and Underdeliver

If your stunt fails to meet expectations, it can disappoint audiences and harm your credibility. Avoid:

• Teasing an event without the ability to execute it properly
• Making exaggerated claims that cannot be fulfilled
• Raising audience expectations without delivering substantial value

A famous example is Ja Rule’s Fyre Festival, which promised a luxury experience but ended in disaster due to lack of planning and execution.

4. Don’t Neglect Ethical Considerations

Brands should ensure their stunts align with ethical standards. Be mindful of:

• False advertising
• Misleading claims
• Exploiting vulnerable groups

A notorious example is the Hoover Free Flights Promotion in the 1990s, which promised free flights with product purchases but failed to deliver, leading to legal action and brand damage.

5. Don’t Forget to Measure Success

After the stunt, it’s essential to evaluate its impact. Metrics to track include:

• Media coverage
• Social media engagement (likes, shares, comments)
• Website traffic spikes
• Increase in sales or conversions

By analyzing these metrics, brands can determine what worked well and how to improve for future campaigns.

The Conclusion Zone

Publicity stunts, when executed well, can generate massive attention, enhance brand awareness, and foster audience engagement. However, they require careful planning, creativity, and ethical consideration to ensure positive outcomes.

By following these dos and don’ts, businesses can craft impactful publicity stunts that captivate audiences, drive meaningful engagement, and avoid the pitfalls of poor execution. The key to success lies in authenticity, strategic execution, and audience relevance, ensuring that the stunt aligns with brand values and leaves a lasting positive impression.