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PR Perfected: Pitfalls and Payoffs of Stunt PR

Master the subtleties of 'publicity for publicity's sake'

By Whitney McKnight - September 16, 2008
My husband once knew an heir to a shipping fortune who, each Halloween would "attend" a costume party dressed as his favorite recently deceased celebrity female. Fully anesthetized, he would arrive laid out in a lavish coffin, carried by pallbearers. Maybe this stunt was funny the first time -- daring (unnecessary general anesthesia), startling ("dead guy" in drag), even a little wicked (mocking the departed). But ...

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