Here are 2 brilliant PR strategies that have result in tremendous coverage and benefits.
The first one is in the case of the Carla Bruni nude photo being sold for $US91,000.
The photographer then promised to donate the money to a charity.
But like the intended recipient says “The idea behind this gift was to get publicity for the auction and the photographer. “It was a way of using us.”
So they used right back in a brilliant way.
The intended recipient refused the donation.
The Story Has Flipped
Now instead of the story being about the donation and what a wonderful fellow the donor is, the story has suddenly become a story on how the donor exploits naked women and how the intended charity has taken a stand – it’s all about them now.
Read here for the full story.
Erin Loves A Cockatoo
The next example is simply classic marketing. Absolutely the perfect example of getting attention.
Step 1: Hire a well known model to promote your wine – called Cockatoo Ridge.
Step 2: Do something offensive – the main print ad had a picture of Erin with a cockatoo on her shoulder. The caption read “She Loves A Cockatoo”.
Step 3: Wait for the media outrage.
Step 4: Have the model tearfully say she didn’t know the advertising was going to be so rude.
Step 5: (This one is my favourite) Have one of the company’s directors (Peter Perrin) come out and deny the line was meant to be what everyone has taken it to mean.
Ha! That’s a good one Peter!
I think that denial was a mistake. I don’t think anyone actually believes the director and that kind of dilutes the impact of their very aggressive and bold positioning in the market.