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 WELCOME TO THE BIZARRE WORLD OF THE PR STUNT This website looks at alternative ways in which companies promote their products - through hilarious stunts, fantastic media stories, and on-street "ambient marketing". |
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Chances are you’re reading many news and magazine articles every week, probably without realising many stories are the result of a meticulously and cleverly thought out process. PR differs from advertising in its approach. Advertising is a paid for space or slot in publications / billboards / television etc. PR is more cunning. It aims to get media coverage from more indirect ways, such as linking a product to a news story, either blatantly or subtly. To promote a product, PR companies may create a newsworthy story, submit a press release, organise an event, or get a company name accredited to an article. |
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PR is advertising without paying for it (or supposedly so, though PR companies are handsomely paid for ideas and their execution). Unlike paid-for advertising space, the media are not obliged to cover a PR story. However, if it is interesting, novel or scandalous enough, it’ll appeal to their readership and be worthwhile for all parties involved. A
PR stunt is producing a strange, original or sensational story with
the intention of creating media and public interest, hence getting
greater recognition of the product associated with it. As it’s
the buying public many companies are ultimately interested in, PR
stunts also often include guerrilla or ambient marketing. A substantial
part of this is memorable on-street promotional activities, usually
undertaken without permission. |
People are unlikely to read a leaflet thrust at them as they leave a tube station in the morning. However, they will remember a herd of thirty pantomime cows dancing in Trafalgar Square. And if they’re branded with the words “Ben and Jerrys” they’re more than likely to remember that too! The definition of guerrilla marketing is “an approach to advertising that relies on innovative methods of getting a message across to the market. Often highly targeted, guerrilla marketing works its way through large networks of people via word of mouth and electronic communications. It relies heavily on sparking the imagination of the market through intelligent and stimulating messages. It is also a much less expensive approach compared to traditional television advertising campaigns”. (Source www.cgey.com) |
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