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PR Stunts

Create compelling content that appeals to journalists and users alike through creative PR stunts

The practice of PR stunts is not a new one. In fact, look back into the very early days of traditional PR and stunts were abundant, from the campaigns of Edward Bernays and the ‘freedom torches’ right through to companies citing kittens as the cure for stress in more recent times. The purpose of a PR stunt has, traditionally, been to attract media interest and therefore press coverage. More and more, its use as a digital PR tactic has grown, leading more companies to invest in PR stunts as a method to build links, audiences and brands.

Impression’s team of digital PR specialists has experience across traditional and digital PR techniques and has helped a broad variety of clients to land media coverage through the use of PR stunts.

What to expect from a PR stunt campaign

PR stunts can take a wide range of formats depending on what you, as a business, want to do, what you’re trying to achieve and the audience you’re trying to attract – including your customer base and the media publications in which you’d like to feature.

The following is a non-exhaustive list of PR stunts you might consider; if chosen to work with you, our expert team would create bespoke strategies for you, with you.

"Fake" Product Stuns

From anti-ageing gins to anti-nightmare mists to bathroom suites made entirely of chocolate, the idea of “fake” product launches is one that’s grown in popularity in the digital PR world. Our team will help you plan, mock up and launch your product/service to gain attention of the press and your target customer audience.

Dream Job Campaigns

The ‘dream job’ is a popular type of PR stunt involving the creation of a ‘dream job’ scenario to gain media interest and with the potential to capture audience data and build remarketing lists, too. We’ll help you identify the best angle to take. We specialise in creating campaigns with added value, so we’ll also advise on integration of your campaign with other channels where appropriate.

Product Launches

Launching a new product or service and looking for an agency to help your launch go with a bang? We can help! Whether it’s promotion of a single product or collation of products into a package with unique themed appeal, our specialists will help you gain coverage, and links, to your valuable product/service pages.

Comparison Campaigns

When you’re trying to communicate an important message or substantiate an abstract idea, a comparison campaign can work really well. We’ll create tangible comparisons in a compelling way to attract attention – think ‘fat bergs’, think Photoshop visualisations, think ‘did you know X equates to Y’ style headlines.

Fun with Technology

As mobile use across the world continues to grow, and with the adoption of a wider range of technologies to enhance our online experiences, we are seeing a rise in stunts utilising Chrome plugins or app adaptations.

The ideation process behind a stunt

What’s really important in any PR stunt is that you feel comfortable with the idea. That’s why we like to work really closely with our clients throughout the ideation session until we land on an idea that is going to suit both your aspirations and our KPIs.


Typically, this starts with an exploration of what we call your ‘circles of focus'. This is our framework for identifying what topics are most closely related to your brand and how far beyond those topics we can stray while remaining relevant to what you sell and to your audience.


Next, we’ll immerse ourselves in publications relevant to your industry and the wider media relevant to your target audience. This is where we understand what type of content travels well.


Finally, we’ll brainstorm a wide range of ideas, bouncing ideas around our team of specialists before coming up with a shortlist for you. We’d never run with a PR stunt campaign without your feedback.

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Find out what digital PR can do for your business

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