What Is a PR Stunt? How to Go Viral, What Works, and What Fails [+ Real Publicity Stunt Examples]

Publicity stunts are not accidents. They are planned, timed, and built to spread. In this video, Matias Rodsevich, founder of PRLab, a B2B tech PR agency working with startups and scale-ups worldwide, breaks down exactly how PR stunts work, what makes them succeed, and why so many brands get them wrong. You will learn the three traits every great stunt shares, how to build an idea tied to your brand, and how to manage the very real risk of backlash. Matias walks through real examples including the Michael Cera Super Bowl campaign, The Ordinary Thames bottle, and the Oreo hamburger menu. Each one shows a different way brands earn massive attention without spending on ads. PR stunts are high-reward and high-risk. From setting clear objectives and knowing your audience, to timing your launch and planning your crisis response, every step is covered. The brands that win are the ones that prepare. ❓ FAQs Q: What is a publicity stunt in PR? A: A publicity stunt is a planned action designed to attract public attention to a brand or product. Unlike traditional advertising, stunts earn attention through surprise, creativity, or spectacle. They are carefully timed, coordinated by a team, and built to spread through press and social media. The goal is to generate genuine interest that connects back clearly to what the brand stands for. Q: What makes a PR stunt successful? A: The best PR stunts share three traits: a simple story, a strong visual element, and a clear link to the brand. If people cannot immediately connect the stunt to the company behind it, it fails. Successful stunts are also designed to be shared, meaning they produce photos, short clips, or moments that audiences want to repost and talk about. Q: What are the biggest risks of running a PR stunt? A: The main risks are backlash, poor timing, and slow crisis response. A stunt that feels tone-deaf or takes advantage of the audience can generate negative press fast. The first 48 hours after launch are critical. Brands need a crisis plan ready before the stunt goes live, including clear messaging, a monitoring setup, and teams briefed on how to respond. Q: How do you plan a PR stunt step by step? A: Start with a clear objective, then define your audience and the platforms where they are active. Build an idea only your brand can own. Choose the right timing and avoid launching during major news cycles. Handle all logistics including permits and safety before launch. After rollout, measure performance against your original goals and be prepared to respond quickly if things do not go as planned. ⏱️ Timestamps: 00:00 Introduction 01:02 What are Publicity Stunts? 01:47 Traditional Ads vs PR Stunts 02:40 Best Practices / Do's 03:10 Examples of Best PR Stunts 04:15 Bad Practices / Don'ts 04:55 How to create your PR stunts? 06:20 Problems brands face 07:28 The first 48 hours 08:10 Conclusion 📕 Read our full article about PR Stunts: https://prlab.co/blog/publicity-stunt... 🆇 Follow us on Twitter:   / prlab_hub   💼 Follow us on LinkedIn:   / prlab-hub   📩 Sign up for our free newsletter: https://tidy-kiwi-42349.myflodesk.com... 🏷️ PRLab's Academy Discount Code: https://prlab-academy.mykajabi.com/of... #stunts #prstunts #publicitystunt #publicity #publicrelations #communications #mediarelations #pr #prstrategy