What Is a PR Stunt And How to Ace It

We live in a world where social media is ubiquitous. Even if something is not immediately picked up by a publication, it can go viral on social media in a matter of hours. Publications can then follow suit.

A PR stunt can bring this virality and immediate attention. It can also spark conversations and discussions on social media, further amplifying the reach of the stunt.

Take Nissan as an example. The automotive manufacturer nailed this strategy with a bold campaign for their new Qashqai model. To turn heads, they “parked” a replica of the car atop the iconic chimney of London’s Truman Brewery. The eye-catching installation wasn’t just a standalone gimmick; it was a key element of Nissan’s “elevate the urban drive” campaign.

The campaign also featured sleek CGI videos showcasing the car’s “journey” from the Sunderland factory, blending creativity with storytelling. Taking things up a notch, Nissan shattered expectations by setting a Guinness World Record for the highest car bungee jump.

These daring stunts weren’t just for show. They reinforced Nissan’s reputation as a brand that thrives on innovation and boldness. More importantly, they brought immediate attention to the Qashqai model.

At times, a PR stunt is just so impressive that it sticks with people for a long time. It becomes the one thing that people associate with a brand, and it can be instrumental in building long-term brand awareness.

A classic example of this comes from the 2023 Super Bowl, where Rihanna made the halftime show a moment to remember. Returning to the spotlight after a hiatus spent building her Fenty Beauty empire, the pop superstar used her 13-minute performance to seamlessly promote her brand.

Midway through performing her greatest hits, Rihanna casually paused to touch up her makeup with a Fenty Beauty compact. But the surprises didn’t stop there.

Dressed in a striking custom red jumpsuit, she revealed her pregnancy, making headlines worldwide and igniting a social media frenzy. The combination of these stunts not only amplified Rihanna’s authenticity but also reinforced Fenty Beauty’s connection to confidence and real-life practicality.

The result? A record-breaking month for the brand.

PR stunts also help brands form an emotional connection with their target audiences. They create memorable experiences that people can relate to. PR students may also evoke feelings of excitement or nostalgia.

The business world is highly competitive right now, so it’s understandable that brands need to go the extra mile to keep their audiences engaged. Product quality and features are not always enough. People are highly likely to shop from a brand they feel an emotional connection to.

PR stunts provide the opportunity for companies to humanize their brand. They make your consumers see you as more than just a business. If all goes well, you’ll notice increased brand advocacy and more word-of-mouth recommendations.

Guerilla marketing means using unconventional and creative methods to promote something. These stunts are usually low-budget, but they aim to create a big impact in the minds of the audience.

For example, organizing a flash mob in a busy area is an example of a guerilla marketing stunt. Instead of a ton of money, these PR stunts require out-of-the-box thinking. A bit of audacity and humor can also seal the deal.

An event stunt is when a company or brand organizes an event that captures the attention of the media and the public. It can be anything from a large-scale publicity event to a small, localized event meant for specific target audiences. Ideally, the event is made newsworthy so that the media covers it.

For example, you may have a surprise appearance of a celebrity at a store opening or a product launch event. These events usually have a purpose to them, such as introducing a new product or service

These have become really common in recent years since social media has taken over our lives. A brand creating a viral video or a hashtag that takes the internet by storm is an example of a social media stunt.

Social media stunts have a lot of potential for bringing you or your brand excessive exposure. People are super likely to share fun content they see with friends and family. The word gets around, and before you know it, your brand has gone viral.

You’ve probably seen this one many times. From athletes promoting sports brands to celebrities endorsing products, this stunt uses the influence of famous personalities to promote a product or service.

However, this only works if the celebrity you choose is relevant to your brand. For example, an F1 driver like Lewis Hamilton or Max Verstappen endorsing a car brand makes sense because they have a direct connection to the product.

First, decide why you want to do a PR stunt. For example, Rihanna wanted to promote her product at the Super Bowl. Similarly, Nissan wanted to raise awareness about its new car.

Your goal could be anything, such as increasing brand recognition or launching a new product.

It’s imperative that your PR stunt goes well with the audience you’re targeting. For example, if you’re targeting Gen Z, social media stunts will work better than traditional methods.

Your industry will also determine how it’s best to approach the audience. For example, celebrity endorsements work wonders in the fashion and beauty industry, while experiential stunts work better in the food industry.

We’ve already said it: creativity is the main component of a PR stunt. Come up with a narrative for your stunt, be it something funny or emotional. It should be something that catches your audience’s attention and aligns with the goals you set in the first step.

Next, select the platform where you’ll do this PR stunt. Will it be TV, social media, an in-person event, a press conference, or something else?

Select the platform based on where your audience is. Taking the same example forward, Gen Z consumers will be on social media. Similarly, fashion gurus and beauty enthusiasts are likely to attend fashion events. Choose the platform that guarantees maximum reach for your audience.

What’s the point of a PR stunt that no one notices or talks about? You want top publications and industry influencers to cover your stunt, so get in touch with them beforehand.

Work on a catchy and informative press release and send it out as soon as the stunt is over. Don’t forget to use social media to get sneak-peeks out.

Even better, you can rely on a specialized agency like Maximatic Media to get your PR stunt covered by publications like Forbes and The NY Post. We guarantee placements in relevant publications based on your industry and target audience. Be it PR for events or celebrity endorsements, we do it. The best part is that you get expert assistance from us, so you can rest easy knowing that your PR stunt is getting the maximum exposure possible.