As the true story behind Balloon Boy unfolded, the world that had once been terrified for the life of a little boy turned to an angry audience. Some believe that any publicity is good publicity. My take on that is that any publicity can be good for your crisis communications consultant and your lawyers.
Publicity stunts have incredible potential to garner attention for you or your product, however, they must be planned as carefully as any other campaign your company produces with a real eye for risk management. Once you've analyzed the risks, you can determine if the reward is worth it.
From a risk management standpoint, here are 5 things you must answer.
1. How does this fit with your brand? Do you have a heroic brand or an outlaw brand? You really should make sure that publicity stunts match the brand you've developed or are trying to portray.
2. Have you written and vetted the storyline? Sit down and write the storyline of your event then look at it objectively. How will this be perceived by your audience? Get an outside view.
3. What are the laws and restrictions? Are you going to be breaking the law or causing someone to break the law? How does this fit with industry regulations? Get your attorneys on board...I know that's hard sometimes.
4. Are you protecting the public? Are you creating a crowd problem? Are you going to pull resources from fire and police officers that are needed elsewhere?
5. Are you coordinating with all the right agencies and do you have the right permits?
Bonus: Remember the world is small. Something that happens in a small remote community can easily make it worldwide through social media. Make sure when you are in the spotlight that you shine and you are prepared to capitalize on the opportunity. Spotlight fades quickly........
Properly choreographed publicity stunts can bring exposure for your company that raises awareness and equates to ROI. Good luck!
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