We’ve all witnessed the power and creativity of a PR stunt, with favourites from us at Tank including a 100ft Gail Porter projected onto the Houses of Parliament, to a mobile phone company painting the streets of London gold.
So, what exactly is a PR stunt and what use do they have?
In short, PR stunts are a method of gaining widespread coverage for your client, whilst also sending out key messages to your selected audience.
Stunts have been used to great effect by agencies for years, and here at Tank we’re no different.
Following the success of Red Hot World Buffet’s impressive production of the ‘UK’s biggest Christmas’ Cake, we’ve been busy getting creative again.
Today, as we celebrate Shrove Tuesday, we’ve helped Red Hot team up with another of our clients, The Cornerhouse, for its annual Pancake Race and the creation of the UK’s highest pancake pyramid.
So, how do you ensure the stunt is a success and doesn’t, errrm, fall as flat as a pancake?
1 . Ensure the stunt relates to the client
A good PR stunt must portray key messages that the client is trying to send out. In this instance, Red Hot’s message is a great passion for food and standing out from the norm.
2. Have a back up plan.
Like any large-scale event, things can unfortunately go wrong. Bad weather is just one of many things that can scupper plans. Make sure you have a plan B in place that could save the day.
3. Health and safety
Ensure you have all aspects of health and safety covered. You want your stunt to be remembered for the right reasons, after all.
4. The importance of media relations
Brief the media in as much detail as you can. Let them know timings on the day and be on site to handle any media queries. Ensure they’re not short on content and be as helpful as you can. Inform as many different outlets of media as you can to maximise coverage.
5. If it allows, rehearse.
Don’t underestimate the power of rehearsal. Any teething problems can be ironed out and your client will feel more confident once they are 100% sure of their roles too. This also extends to briefing them about any questions the media may have.
And finally, last but by no means least…
6. Share your stunt on social media
Of course, PR stunts and social media go hand-in-hand. The more creative, the more likely your content will be shared. We all know the power of Twitter and Facebook. Utilise them.