There is a subtle difference between PR stunt and guerrilla marketing. PR Stunts are designed to attract the public’s attention and help build publicity, whilst Guerrilla Marketing is designed to ambush and surprise people when they least expect it, at a more personal and memorable level.
These two marketing styles often overlap, as some guerrilla promotions are so well crafted that they can often make the news. They can also flop and become a PR nightmare. PR stunts, on the other hand, are engineered in such a way as to get the attention of the press and consumers, and generate buzz on social media.
The objective of a PR Stunt is to create an event that will be newsworthy and result in free media coverage for your brand. Some people may also call this newsjacking, when marketers take on the opportunity to ‘inject’ their ideas into a breaking news stories and get their brand story trending on social media. PR stunts need to be clever, relevant to your brand and, most importantly, unique in order to grab the attention of savvy journalists and consumers.
Guerrilla Marketing campaigns are typically unexpected and unconventional. The concept of this type of campaign relies on time, energy and imagination rather than a big marketing budget. The objective of guerrilla marketing is to create a unique, engaging and thought‐provoking concept to generate buzz around your brand and get maximum results from minimal resources.
Whether you are trying to promote a new cause, product, or service, by embracing the principles of PR Stunt and guerrilla marketing, you can easily earn free publicity for your campaign and get people talking about you.
Here are four ways you can create a buzz for your campaign:
1. Make yourself newsworthy
Make your campaign the first, the newest, the biggest, the only one to do something like and get your PR agency to spread the news to journalists.
2. Get social
Use social media sites such as Youtube, Twitter, Facebook, Google + to get your campaign viral. It takes creativity to get the buzz going on social networks, but the best part is: anyone can try. Once your campaign is trending, then the media will be also talking about you.
3. Do something unexpected
Catching consumers off guard is one of the best ways to grab their attention. You may not have the money to pull off a massive marketing stunt with a big budget, but a small creative stunt can also get you noticed.