Publicity Stunt
An attention-grabbing activity designed primarily to generate media coverage.
Definition
A publicity stunt is an unusual, creative, or provocative activity designed to attract media attention and generate coverage. Stunts trade on surprise, scale, humor, or controversy to create news where none existed.
Effective stunts align with brand identity and messaging; poorly conceived stunts can backfire spectacularly.
Why It Matters
In a crowded media environment, stunts can break through when traditional pitches fail. They create shareable moments that earn coverage across traditional and social media.
However, stunts require careful risk assessment—the line between genius and disaster is thin.
Examples in Practice
A streaming service creates a recreation of a show's set in the middle of Times Square, generating global coverage.
A brand sends a branded hot air balloon across major cities, securing local news coverage in each market.
A charity stunt backfires when critics perceive it as tasteless, turning positive buzz into reputation damage.