By Michael Odom, Senior Vice President

A group of six celebrity women blasting off into space should have been a PR dream. A headline-grabbing moment filled with empowerment, progress, and star power. Instead, the campaign faced swift backlash. Critics questioned the intent, the authenticity, and the vast resources behind the stunt, leading to conversations about privilege, priorities, and performative storytelling.

This is a textbook case of a PR stunt gone wrong.

It reminds brands that while spectacle can spark attention, it can also invite scrutiny. So, what exactly makes a PR stunt successful, and when does it veer off course?

What Is a PR Stunt?

A PR stunt is a strategic and often bold action designed to attract public attention and generate media coverage. Think flash mobs, viral challenges, dramatic reveals or celebrity partnerships that are engineered to go big and go fast.

When executed effectively, they can:

• Elevate brand visibility overnight
• Reinforce a message or brand mission in a memorable way
• Engage audiences emotionally or visually
• Spark viral media coverage or social sharing

However, they are also high-risk and high-reward. When they fall flat, or worse, offend the public, they can severely damage a brand’s credibility.

How to Leverage a PR Stunt the Right Way

 1. Align the stunt with your core values

A successful stunt must be more than attention-grabbing. It should authentically connect to your brand’s identity, mission or a cause that your organization supports. Anything that feels disconnected or opportunistic is likely to receive criticism, especially in today’s media environment.

2. Prioritize substance over spectacle

Media and the public are quick to spot tone-deaf stunts that lack depth. If you are trying to make a bold statement, back it up with meaningful action. That could include community investment, long-term advocacy or measurable impact.

3. Consider the optics carefully
The recent space trip controversy is a strong example of poor timing and misreading the public mood. During a time of economic uncertainty and global challenges, a luxurious, high-glamour stunt in space appeared disconnected from everyday reality. The audience responded accordingly.

4. Invite feedback before going public
Before launching a stunt, get feedback from a range of voices. This includes internal teams, trusted partners, cultural consultants, and community advisors. What feels exciting in a board room may fall flat or even cause harm, once it reaches the public.

The Perils of a Poorly Executed Stunt 

When PR stunts miss the mark, the consequences go far beyond a failed headline. The damage may include:

• Negative press and viral backlash on social media
• Confusion or frustration among your core audience
• Accusations of being performative or inauthentic
• Loss of trust from employees, stakeholders or the public

Perhaps most importantly, a failed stunt can drown out the real, positive work your brand is doing. It creates noise instead of clarity.

So, Should You Do a PR Stunt?

Yes, but only when it is truly earned. A well-executed stunt can amplify your message and create a moment that resonates. The best ones are rooted in authenticity, clear strategy, good timing, and a deep understanding of the audience.

Make your move bold, but make it smart.

Looking to create real impact, not just buzz? At Marx Layne, we help brands design meaningful moments that tell the right story at the right time with purpose and intention.