Are you a small business owner looking to make a big splash? Publicity stunts might be your answer.
This guide will show you exactly how to create PR stunts that grab attention and drive real results.
What Are Publicity Stunts?
Publicity stunts are planned events designed to attract media attention and public interest. They help businesses stand out in a crowded marketplace without spending a fortune on traditional advertising.
PR stunts work for businesses of all sizes, whether you operate nationally or locally. The principles remain the same, but the execution may vary depending on your reach and goals.
Why Publicity Stunts Work
Publicity stunts can cut through the noise when executed effectively. They create memorable moments that stick in people’s minds.
Research shows that consumers tend to remember brands that entertain or surprise them. According to a study by Cone Communications, 78% of consumers remember companies that participate in creative public activities.
Planning Your Publicity Stunt
Set Clear Goals
Every successful PR stunt starts with clear objectives. What exactly do you want to achieve?
Goals include increasing brand awareness, driving website traffic, or boosting sales. Be specific about what success looks like before you start.
Know Your Audience
Your stunt needs to resonate with the right people. Who are you trying to reach?
Understanding your audience’s interests, values, and media consumption habits will help you create content that captures their attention. Don’t try to appeal to everyone.
Choose the Right Type of Stunt
Different stunts serve different purposes. Pick one that aligns with your goals and audience.
Types of PR Stunts:
- Challenges or contests: Create participation opportunities that encourage people to get involved.
- Public installations: Place something unusual or eye-catching in public spaces.
- Unexpected partnerships: Team up with unlikely allies for attention.
- World record attempts: Try breaking a record related to your business.
- Charitable events: Do good while getting noticed.
Budget Considerations
PR stunts don’t have to break the bank. Small businesses can create impact on various budgets.
Budget Tiers:
Shoestring ($500-$1,000)
- Flash mobs in public spaces
- Clever social media challenges
- Local competitions or giveaways
Mid-range ($1,000-$5,000)
- Branded public installations
- Minor celebrity endorsements
- Community event sponsorships
High-end ($5,000-$15,000)
- Elaborate public displays
- Coordinated multi-location events
- Professional video production for sharing
A 2023 PR Week survey found that stunts costing under $2,000 generated an average direct return on investment (ROI) of 150% when executed strategically. The key is creativity, not cash.
Executing Your Publicity Stunt
Create a Detailed Timeline
Proper planning prevents poor performance. Map out every step with deadlines.
Your timeline should include planning, preparation, execution, and follow-up phases. Build in extra time for unexpected delays.
Assemble Your Team
Assign clear roles to everyone involved in your stunt. Who’s handling what?
Even small businesses need to assign specific responsibilities to ensure smooth execution. Consider hiring freelancers for specialized skills if needed.
Legal Considerations
Quick check: Is your stunt legal and safe to perform? Don’t skip this step.
Obtain the necessary permits and consider purchasing insurance for public events. The Small Business Administration reports that 22% of PR stunts face unexpected legal issues that could have been avoided.
Risk Assessment
What could go wrong? Plan for it now.
Create contingency plans for weather, technical problems, or public reactions. Always have a Plan B (and you probably need to create a Plan C as well).
Ensuring Media Coverage
Create a Media Kit
Make it easy for journalists to cover your story. Prepare all materials in advance.
Your media kit should include press releases, high-quality images, background information, and contact details. Journalists appreciate thorough preparation.
Integrating Press Releases
Press releases are crucial tools that amplify the reach of your publicity stunt. They provide journalists with the essential information needed to cover your story.
Press Release Timeline
Pre-stunt release: Send 1-2 weeks before to build anticipation. Include the “what, when, where, why” without revealing all surprises.
Day-of release: Distribute as the stunt happens with quotes, photos, and immediate impact. Timing is critical – aim for morning distribution for maximum pickup.
Follow-up release: Send within 48 hours with results, reactions, and next steps. Include metrics, photos, and videos to show success.
Press Release Best Practices
Write catchy headlines that include your main keywords. Keep it under 60 characters.
Research shows press releases with multimedia elements get 1.4 times more coverage than text-only releases. Always include high-quality images or video links.
Use distribution services strategically. Using eReleases’ press release distribution service, you get both nationwide distribution on Cision PR Newswire and targeted distribution to the appropriate individuals from their database of 1.7 million journalists, editors, influencers, and bloggers, all at a very affordable price.
Build Media Relationships
Don’t cold-call reporters on the day of your stunt. Build connections early.
Research shows that PR professionals with established media relationships get 60% more coverage for similar events. Start networking now.
Timing Matters
Schedule your stunt when it won’t get lost in the larger news cycle. Think strategically.
Tuesdays through Thursdays typically offer the best opportunities for media coverage. Avoid holidays and major sporting events unless they are directly relevant to your stunt.
Maximizing Digital & Social Media Pickup
Design for Shareability
Create visual moments that beg to be photographed and shared. Think Instagram-worthy.
According to Sprout Social data, PR stunts with highly visual elements receive 94% more social shares than text-based announcements. Make it pop.
Create a Hashtag Strategy
Create a distinctive and memorable hashtag for your stunt. Keep it short and relevant.
Research by Hootsuite found that using branded hashtags consistently across platforms can increase engagement by up to 50%. Make yours count.
Engage Micro-Influencers
You don’t need celebrities. Local influencers with engaged followers can amplify your reach.
Studies show that micro-influencers with 10,000-50,000 followers deliver 60% higher engagement rates than macro-influencers for local campaigns. Quality beats quantity.
Prepare Social Content in Advance
Have social posts ready to go as soon as your stunt launches. Don’t scramble at the last minute.
Prepare images, videos, and captions for each platform. The first 24 hours are critical for momentum.
Measuring Success
Track the Right Metrics
Different goals require different measurements. What really matters to your business?
Awareness metrics:
- Media mentions
- Social media reach
- Website traffic spikes
Engagement metrics:
- Social shares and comments
- Time spent on related content
- Email sign-ups
Conversion metrics:
- Sales during and after the stunt
- New customer acquisitions
- Coupon code redemptions
Calculate ROI
Was your stunt worth the investment? Do the math.
A simple formula: Value generated ÷ Cost of stunt = ROI
The average successful PR stunt delivers an ROI between 150-400% according to the Public Relations Society of America. Yours should too.
Conduct Post-Event Analysis
What worked? What didn’t? Be honest in your assessment.
Document everything for future reference. Each stunt should improve upon the last.
Real-World Success Stories
The Ice Bucket Challenge
This simple concept raised $115 million for ALS research. Why did it work?
It was participatory, visual, and had a clear call to action. People could easily join and share their participation.
Burger King’s “Whopper Neutrality”
When net neutrality was a hot topic, Burger King created a video showing “Whopper Neutrality” in action. Customers had to pay more for faster service.
The video generated 4.5 million views on YouTube and increased brand favorability by 29% according to internal measurement. It connected a complex issue to everyday experience.
Dollar Shave Club Launch Video
With just $4,500, Dollar Shave Club created a launch video that generated 12,000 orders within 48 hours of release.
The video’s authentic humor and clear value proposition made it instantly shareable. No big budget needed, just smart execution.
Step-by-Step Framework for Your First PR Stunt
- Define your goal: Write down exactly what you want to achieve.
- Identify your audience: Who needs to see this?
- Brainstorm concepts: Generate at least 10 ideas before choosing one.
- Budget Allocation: Determine your spending limit.
- Create your timeline: Work backward from your launch date.
- Assemble resources: Gather people, props, and permissions.
- Build media list: Identify at least 20 relevant contacts.
- Create a content plan: Decide what you’ll share before, during, and after.
- Execute with excellence: Deliver on your promise.
- Measure and report: Track results against your original goals.
Common Mistakes to Avoid
Lack of Authenticity
Your stunt should align with your brand values. Don’t try to be something you’re not.
Studies show that 86% of consumers say authenticity is important when deciding which brands to support. Stay true to yourself.
Poor Timing
Launching during major news events will bury your stunt. Pay attention to the calendar.
Research current events and industry news before finalizing your date. Flexibility matters.
Insufficient Follow-Through
Many stunts fail not in execution but in follow-up. Don’t drop the ball after the main event.
Plan for at least two weeks of active follow-up to maximize the impact of your stunt. Keep the momentum going.
Ethical Considerations
Remember that publicity stunts reflect your brand values. Think about potential impacts.
Avoid anything that could be seen as exploitative or insensitive. According to the 2023 Edelman Trust Barometer, 58% of consumers are likely to boycott brands that fail to meet their ethical expectations.
Creating Publicity Stunts for Your Business
Publicity stunts provide small businesses with a powerful way to gain visibility without requiring massive marketing budgets. With careful planning, creative execution, and strategic follow-up, your PR stunt can deliver remarkable results.
The principles outlined in this guide are applicable to businesses of all sizes, whether local or national. The key differences lie in scale and focus, not in the fundamental approach.
Ready to plan your first (or next) publicity stunt? Start with your goals, know your audience, and create something truly worth talking about.
Your competitors are playing it safe. Will you?