Brands and companies often overlook and do not appreciate PR stunts, yet their impact can be game-changing within the company and its entire industry. The leading cause of the undervaluation of PR stunts derives from the fact that companies frequently cannot answer the simple question, "what is a PR stunt?". This article's objective is to bring clarity to the topic and expose what is hidden behind a publicity stunt.
A PR stunt, or publicity stunt, is a planned event frequently created by marketers or public relations specialists to attract public attention and media coverage for a brand or figure.
Whether professionally organized or set up by amateurs, publicity stunts are designed to garner attention and can be quite surprising or even outrageous. An attention-grabbing campaign often precedes an important launch or kickoff.
Public relations stunts can take many forms and do not necessarily follow traditional marketing campaigns. It is designed to be unusual and eye-catching, with the primary goal of raising awareness for the business or individual. A PR stunt's success is determined by how well it generates positive press, social media traffic, and public opinion. Due to their global reach and viral potential, the best PR stunts frequently target the internet and social media platforms.
The euphoria and noise surrounding a publicity stunt may blur the actual message if it is not planned and executed properly, but PR stunts can benefit brands and companies. Companies often dismiss publicity stunts as not worth the risk, but this article aims to explain why they deserve recognition and attention.
Stunts can greatly boost brand awareness and bring the company's name to the forefront on many levels. In addition, a few minutes of fame can lead to long-lasting brand recognition.
Besides gaining public recognition, publicity stunts attract the attention of external media sources. Public relations is about getting media coverage, and most companies understand how difficult it can be to reach media outlets successfully. An effective PR stunt can solve this problem and bring media outlets directly to the company.
It is common for most marketing and PR efforts in the early stages of a company to be directed toward one specific target group. Target customers are typically defined by the nature of a company's services or products. PR stunts, however, enable companies to outreach beyond this target and gain the attention of audiences who otherwise would not pay attention to them.
Publicity stunts attract the attention of potential clients and the media and open doors for future partnerships and collaborations. As a result of the high level of competition, the visibility of each company is diminished by the number of businesses offering the same services or products. PR stunts, however, are used to highlight the company's key characteristics and secure the company's unique position.
Even though the character of the PR stunt varies, successful publicity stunts share the same key elements.
Engagement – successful PR stunts encourage participation and wake the public's interest to an extent where the audience is tempted to discuss and, in some way, engage with the event.
Creativity – exceptional results require exceptional ideas and concepts. A publicity stunt's objective is to navigate the company toward new horizons, which is only possible through creative ideas that disrupt the already established template of the company.
Timeless – rather than focusing on five minutes of fame, successful public relations stunts aim to represent a company in an unforgettable manner. These stunts result in long-term success and recognition.
Relevance – it is crucial to consider external factors and events when planning a PR stunt. For a publicity stunt to be effective, it should be relevant to the public and executed, taking into account the most recent social, economic, and global trends.
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For the PR stunt to be successful, several steps must be taken, and each has great significance for its outcome.
PR stunts should be designed with a clear objective before any decision or action is taken.
In most cases, a publicity stunt is planned because the company needs to accomplish progress in a particular aspect. There can be issues pertaining to financial stability, publicity and recognition demands, or brand representation crises.
Publicity stunts vary in character depending on their objectives, so it is important to consider their goals before planning an event. The majority of company issues are interconnected. However, a PR stunt without a clear direction could have unintended consequences.
Having outlined the PR stunt's objective, the first step is to plan it.
Researching both the benefits and risks of a particular event is crucial for the company to determine how it can contribute to the brand's growth.
It depends on many factors, including the publicity stunt's character, the location, and the number of people targeted.
Additionally, the stunt's budget should be determined so that unexpected financial factors are considered when considering these aspects. Budgets should include alternative scenarios since the public's reaction cannot be entirely predicted.
The nature of the event determines the suitable amount of time required for the stunt. It is possible that extending the timeslot too far could result in a decline in the public interest. Therefore, a clearly outlined timetable is required to reach the desired outcomes and provoke the audience's thirst for more.
When considering the stunt's timeslot, it should be taken into consideration the event's resources, size, and location.
All three factors provide direction as well as borderlines indicating when and how the stunt should be executed.
Social media platforms are paramount when planning a PR stunt in our highly digitalized era. Social media outlets can significantly boost visibility and contribute to the rapid spread of the word about the company's PR stunt.
Therefore, companies should pay close attention to the social media adaptability of their publicity stunts when planning them.
Creating hashtags and platform event pages is an example of efficient social media approaches to PR stunts.
Additionally, social media platforms enable the company to monitor the progress and visibility of the event.
There are numerous examples of successful and unsuccessful publicity stunts throughout PR history. Here are a few of them that we will discuss in the article. However, if your curiosity exceeds the number of examples in this article, please read our article covering PR stunt examples.
In 2016, a white Range Rover was seen on the roads of London, vandalized with red spray-painted words such as 'cheater' and 'hope she was worth it.' Many media outlets reported the incident, covering the intriguing event and speculating about the identity of the successful businessman whom his partner had exposed.
The incident was later revealed as part of a publicity stunt to promote the new Revere Range Rover Vogue Knightsbridge Edition. The new Range Rover model gained visibility and recognition even before its release.
As part of its donation program, the LEGO Foundation donated 600 magnetic resonance imaging scanners to hospitals across the world in 2022. It began as an idea for a passion project but was piloted with new training materials for hospital staff. Through the use of LEGO MRI scanners, this donation aims to make the experience of MRI scans less stressful for children.
By incorporating play into the hospital environment, Lego helped children better understand the process by encouraging role-playing and discussion. As reported by hospitals, these MRI models have reduced children's anxiety about MRIs. LEGO Foundation initiative helped the brand gain visibility and present itself in a positive light.
By partnering with Guinness World Records, Jaguar, a luxury car manufacturer, left a significant media trace when it launched its first midsize SUV. Jaguar devised a plan to break a world record by performing a barrel roll in its SUV to get widespread attention and show off its prowess.
As a result of this impressive and risky stunt, a more rugged and sporty image of the brand was created among consumers and captured the media's attention. Before officially launching its new model, the car brand effortlessly attracted media attention and recognition.
In 2019, McDonald's flipped its iconic logo upside-down to show its support for women on International Women's Day. Globally, consumers were surprised by this unexpected move, questioning whether it was a prank. A significant amount of media attention resulted from this PR stunt.
Publicity stunts like this are examples of well-planned initiatives that are executed at just the right time. Further, it is not uncommon for PR stunts to require little or no budget.
Well-planned publicity stunts are extremely impactful, media-friendly, and highly effective. Many companies are asking, "What is a PR stunt?" n accurate and precise answer is that it can boost visibility, financial matters, and brand recognition.
PR stunts should be planned and executed simply if the company hopes to achieve positive business outcomes.
In order to execute a publicity stunt successfully, a number of factors must be considered, including the objective, budget, location, timeframe, and social media focus.
Following the simple steps diligently will ensure the company's long-term recognition, high engagement rates, and financial stability in the long run. The first signs of success are never far when the PR stunt is well-planned and executed.