PR stunts or brand activations… yes, they are a powerful tool.

PR stunts and brand activations can indeed be powerful tools for you to gain attention, generate buzz, and connect with your audience in meaningful ways. However, to maximise their effectiveness and minimise risks, there are a few things you consider:

What you should consider for a PR stunt/ brand activation.

💰 Budget planning:

PR stunts and activations require a budget that covers all aspects, including if you need to have something made, staffing if not you and your team and you need to think about the cost or your products if need or service, marketing materials if needed for the activation.

While the budget doesn't have to be massive, it should be adequate enough. Don't forget to consider potential hidden costs, such as permits licenses, insurances or contingency plans.

🫣 Brand image:

Ensure that the stunt aligns with your brand’s values, image and tone. It should compliment your brand and reinforce your messaging. If you’re using humor or provocative content, make sure it resonates with your target audience and doesn’t risk alienating or offending potential consumers. Misalignment can harm your brand’s reputation, so consistency is key.

📰 PR (earned media):

Earned media, often perceived as "free PR," is critical for amplifying the reach of a PR stunt/ brand activation. However, it’s essential to remember that it’s not truly free—it’s “earned” through the successful execution.

Social media plays a significant role in distributing content and sustaining momentum, but you must remain vigilant and responsive to how your content is being shared, interpreted or even criticised. Be prepared to manage and respond to both positive and negative feedback quickly.

🥅 Goals and metrics:

You need well-defined objectives, such as increasing brand awareness, driving traffic, boosting sales or improving brand perception. You need to Identify key performance indicators (KPIs) that align with these goals, such as media mentions, social media engagement, website traffic or sales figures.

IMPORTANT: Decide on these metrics before the stunt is executed to measure success accurately.

⚠️ What are the risks:

PR stunts and activations can be unpredictable, and things can go wrong. It’s crucial to have a risk management plan in place, including crisis communication strategies, to address any unforeseen issues. Being prepared to handle criticism or backlash can help protect your brand’s reputation.

📝 Timing and strategic planning:

Timing of a PR stunt and activation can greatly impact its success. Coordinate your efforts across multiple platforms and channels to ensure consistent messaging and a wider reach.

🪜Have a follow-Up:

The success of a PR stunt and activation doesn’t end with just that. Be ready to capitalise and build on the attention generated by following up with additional content, social, Creator and PR campaigns to keep your brand at the forefront of your audience’s mind.

PR stunts and activations can be immensely rewarding if done thoughtfully and strategically.