News and Insights

How to Do PR Stunts – Top Things to Consider

March 20, 2025

• Successful PR stunts depend on meticulous planning around logistics, permissions and safety, alongside timing that aligns with a cultural moment or anniversary to maximise media impact.
• A stunt needs an insight driven reason for being newsworthy and must align with the brand’s messaging and values so it strikes the right chord with the audience.
• Shareability matters as much as earned media, so a smart social media plan, trusted suppliers for high quality visuals and a post-stunt review session all help maximise and learn from a stunt’s success.

Are you looking to land a show-stopping stunt? Then you’ve come to the right place.

The UK FINN consumer team are behind some of the biggest stunts and activations in the PR industry and we can help you make yours land with a splash.

Planning is everything

Calling up RAF air bases to fly a photography drone? Cajoling staff working in areas of outstanding natural beauty (AONBs) to shoot content? Persuading the council to give you permission? You can’t afford to wing it. Meticulous planning is everything when it comes to a PR stunt, from logistics to safety. Make sure you know what’s involved and build in plenty of time to secure the necessary permissions as you won’t know how long it will take.

Timing is also everything

Make sure that your PR stunt aligns with a cultural moment, or an anniversary, and you’ll maximise the impact it has landing in the media. Media relations skills are key when it comes to landing coverage.

Make it insight driven

You have a great stunt idea – okay. But why are you doing it? What is the news or special insight that makes it newsworthy? These considerations should come first before you plan the stunt. They’re the most important part to get right.

What’s the weather like?

In our time doing stunts we’ve had to grapple with tidal times, battle mist, and check for rain. Weather is one variable you don’t have any control over, but you can plan around it and make the Met Office weather forecast your best friend. Use it to give yourself a window of time to do your stunt.

Is it shareable?

Stunts aren’t just for delivering earned media. Make sure you have a smart social media plan, so it reaches a big audience. Get smart about sharing it internally and across customer relationship management (CRM) platforms too.

Be aligned with your brand’s values

If you are doing a stunt, then make sure it’s aligned with your brand’s messaging and values. It will need to strike the right chord with your audience.

Learnings

After your stunt takes place make sure you do a review session. This is to assess its success and take those learnings into future strategies.

Content

Do you want your PR stunt to be the envy of the industry? Who is photographing and filming it? Make sure that you use tried and trusted suppliers who are going to get you the best possible shots. You’ll need something visually striking to make it shareable and memorable. Having high quality visuals will help you land earned media.

How FINN Partners can help with PR Stunts

At FINN Partners, we specialise in creating impactful announcements that capture attention and achieve communication goals. Get in touch with us to explore how we can support your public relations needs.

FAQs:

What should you plan for before running a PR stunt?
Meticulous planning is needed around logistics and safety, including securing any necessary permissions, which can take time to arrange. Weather is also a factor that can’t be controlled, so using a forecast to plan around it is recommended.

Why does a PR stunt need an insight driven idea?
Before planning the stunt itself, it’s important to establish the news or special insight that makes it newsworthy. Getting this right is considered the most important part of the process.

How important is timing for a PR stunt?
Timing is described as being just as important as planning. Aligning a stunt with a cultural moment or an anniversary helps maximise the impact it has when it lands in the media.

How do you make a PR stunt shareable?
A stunt should be supported by a smart social media plan so it reaches a big audience, alongside sharing it internally and across customer relationship management platforms. High quality visuals from tried and trusted photography and filming suppliers also help make it shareable and memorable.

What should happen after a PR stunt takes place?
A review session should be held after the stunt to assess its success and take those learnings into future strategies.