The Pros and Cons of a PR Stunt

PR Stunts are often considered an impactful and easy way in which a brand can increase awareness of its image and boost sales.

Is it really that simple though? Is a PR stunt a failsafe way of generating coverage?

A stunt is a means of gaining a photo or talking opportunity for the media but should not be relied upon to solely generate media coverage.

It is true that PR stunts can be beneficial for a brand and can be an effective way of securing coverage; however a stunt is most effective when combined with other methods of drumming up media and public interest, as a part of a whole PR strategy.

Although effective, a stunt alone shouldn’t be relied upon for publicity as there are a number of external factors that could steal away from its effectiveness so it is vital that it is a single component of your strategy not the sole activity.

There is always a story behind the stunt; it is just a matter of developing a PR strategy, finding the best angles and then pitching to the media outside the stunt .  

Important points to remember for a PR stunt include; location, timing, people involved, reason for the publicity stunt and practicality.

Before you embark on a PR stunt, review the following list of benefits and downfalls:

Pros

·          High reach- The stunt can easily spread your brand’s image to a wide range of people

·          Visual Aid- Usually the publicity generated is accompanied by a vivid photo that could appeal to audiences

·          If staged in a high traffic area, it can capitalise on the number of people who witness the stunt as well as the impending media coverage

·          Provides an opportunity for direct interaction and engagement with the audience e.g. handing out goodies and brand related merchandise

·          Provides entertainment and elevates your brand

·          Gives a your brand/organisation a fun and interesting persona

·          Effective form of message delivery

·          The nature of the stunt can assist in emphasising the brand’s message e.g. A pizza company baking the world’s biggest pizza

 

Cons

·          You can never anticipate what is happening in the news- A perfectly planned PR stunt could go unnoticed if another exciting or tragic piece of news breaks that will dominate the media.   The camera crews and photographer who have agreed to cover it, may be pulled away to cover a breaking story

·          PR stunts can be reasonably expensive and this in conjunction with the former point could mean the investment is completely wasted

·          A stunt isn’t a story- and while it can tell part of a story other media will be required to expand on details and further information

·          Wrong perception –   A stunt may not be in keeping with the company and its reputation and people may get the wrong idea about a company if they aren’t aware of the story behind the stunt

·          Need to be in keeping with the company and reputation

·          Always requires a backup plan

·          Coverage is a once-off and if not covered at the time won’t get covered at all - Tuesday’s stunt is old news by Wednesday.  

·          Coverage is not ongoing

·          Can have negative repercussions if not properly executed

 

The bottom line is, stunts are a proven means of gaining media coverage but should not be relied upon unless combined with other components of a PR strategy. If big news breaks around the time of the stunt, it is likely that the attention will be taken away from the stunts activities. To cover all your bases, a whole PR strategy should be implemented to back up the stunt.

 Like anything else in communications, they should be used strategically and appropriately to ensure message delivery.

If you require assistance with a PR strategy and planning a stunt or event, please don’t hesitate to contact Marketing Elements .