Publicity stunt in Salt Lake City,1910: "Little Hip" the elephant, advertising newspaper & theater.

The media itself often stage stunts for movies and television shows. This image is of a publicity stunt for the series Corner Gas, where CTV paid for 400 tanks of gas for area commuters.

A publicity stunt is a planned event designed to attract the public's attention to the organizers or their cause. Publicity stunts can be professionally organized or set up by amateurs.^[1]

Overview

Organizations sometimes seek publicity by staging newsworthy events that attract media coverage. They can be in the form of groundbreakings, dedications, press conferences or organized protests. By staging and managing the event, the organization attempts to gain some control over what is reported in the media. Successful publicity stunts have news value, offer photo, video and sound bite opportunities, and are arranged primarily for media coverage.^[2]

It is sometimes hard for organizations to design successful publicity stunts that highlight the message instead of burying it. For example, it makes sense for a pizza company to bake the world's largest pizza but it would not make sense for the YMCA to sponsor that same event.^[3] The importance of publicity stunts is generating news interest and awareness for the concept, product or service being marketed. Stunts are effective communication tools when used well and useless time wasters when they are not.^[4]

See also

• Photo op
• Media circus
• Media prank

References

pt:Golpe de publicidade

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