Lexi will share her PR tactics and strategies she uses to design and promote campaigns. Her focus will be on how PR stunts, such as creating ‘real life’ products and events can make a huge difference to online outreach success. She will highlight the methods for assessing creative campaigns for PR-ability and how machine learning and AI can help us do that.

1. Turning PR Stunts into
Successes
Lexi Mills
@leximills

4. •Consistent truths about successful
stunts
•Talking clients into stunts
•Leveraging Publishers AI to create
PR stunts
•Making impactful things easier and
quicker
AGENDA

5. Consistent truths about
successful stunts
AGENDA

7. Full USA and UK
national coverage

8. Don’t fake it
make it!

12. Speed

13. You need
task masters

15. 75| @leximills
Global Coverage

16. Make the story believable

17. You need to be able to walk
all the way around it

19. 77|
The Cost of Gold?
'
The Cost of Gold?

20. Steven Spielberg, "I like ideas, that you can hold
in your hand. If a person can tell me the idea in
twenty-five words or less, it's going to make a
pretty good movie."

21. “F**k me! I haven’t heard that before!”

22. •Consistent truths about successful stunts
Talking clients into stunts
AGENDA

24. Fit stunts into the existing
structure of a clients site

27. Don’t ask for yes
Ask for consideration

28. Give it time to boil…..

29. Start big

30. Making a big idea
‘reasonable’ is more
effective than making a
boring idea interesting

33. Images are
critical

35. Bathroom Sweets

36. Phase 1 - Outreach: Launch Event,
Embargo Briefings

37. Phase 2 - Official Launch to UK Media

38. Phase 3 - Trade and Luxury Media Outreach

39. Phase 4 - International Media Outreach

40. Phase 5 - Picking Up the Ones We Missed

41. Phase 6 - Social Media and Blogger Outreach

42. Multiphase launches are
game changing!

43. Overview of Bathroomsweets.com
Resultsto date
• Coverage hits: 133
• High links: 72
• Medium links: 56
• Average DA of linking site: 54
• Broadcast: 3
• Total circulation: 357,545,235
Link details
We only count each unique link on a page, as such if a post
links to the same place more than once this is only counted
as one link.
• High - Links with a DA 40 an above
• Medium - Links with DA 20-39
• Low - We don't count anything with a DA 19 or below

44. Stunts on a budget
- The importance of knowing your
clients business and product

45. Micros sites and links
GA
B
C D
E
F
YourDomain.co
m
A
B
C D
E
F
Worse Better
YourDomain.co
m

46. The very worst!
G
YourDomain.co
m

47. Don’t sacrifice the integrity of a
stunt for links

49. “Tickle the public, make ‘em
grin, the more you tickle, the
more you win” - Harold Evans

50. “I want three times the amount of links and
coverage”

55. Phase One:
Launch duckling
search in National
newspaper and job
description details
on duck tester site.
Phase Two:
Reveal interview
imagery and
announce
shortlisted
ducklings.
Phase Three:
Announce winning
‘ugly’ duckling via
press media alert,
share details of
owner.

56. You need a face to story…beyond a duckning Duck
• Duck owner and
‘Gilbert’ the winning
duck.
• Quoted as the owner,
to be shared with
local and national
press.
• Quote and media
alert to be
shared before launch.

57. Duck project
Total Project
High Links: 18
Total online coverage: 25
Total Online Circulation:
101,432,613

61. Cook your frogs slowly

62. Additional imagery provided by ‘butlers in the buff’

63. •Consistent truths about successful stunts
•Talking clients into stunts
Leveraging Publishers AI to
create PR stunts
AGENDA

64. over 50% of content has to come from it

65. This should be
core to your
media strategy!

67. #theinbounder
Don’t go for gold go for silver

69. lexi@shift6.org

70. lexi@shift6.org

71. lexi@shift6.org

72. lexi@shift6.org

73. lexi@shift6.org

74. Title goes Here
74
Results: The campaign built over 66 inbound links with an average domain authority of 41. As
well as 52 inbound links with unique linking root domains.
Alongside TV coverage on NY1 TV News, Cleveland 19, the Discovery Channel Canada,
USA (CBS) 9 News, and Good Morning America on ABC

75. How to make
impactful things
easier

76. •Consistent truths about successful stunts
•Talking clients into stunts
•Leveraging Publishers AI to create PR stunts
Making impactful things easier
and quicker
AGENDA

77. lexi@shift6.org

82. Journalists Consulting Board
managing journalistfeedback onpress materials, content
ideas,pitches, press invitations, media centres etc.
We anonymise the clients when sending content to
them to review. experts

83. Media experts
Clients don’t have to believe you

84. Dr Claire Asher – Academic liaison
Is a professional science legislation
communicator and an active journalist.
She writes for New Scientist, BBC Earth,
ScienceNOW, The Scientist, and Nature News.
She works with us to support relationships with
academics and researchers Academic experts

85. Speed

86. Ease

89. •Consistent truths to successful stunts
•Talking clients into stunts
•Leveraging Publishers AI to create PR
stunts
•Making impactful things easier and
quicker
Summary

92. THANK YOU!
Lexi Mills
@leximills