April Fools' Day: Top Tips for Success

by Sophia Dass

​In a time of ‘fake news’, with The Macquarie Dictionary dubbing it word of the year, it’s become increasingly difficult to discern forgery from fact. With the fake news epidemic simultaneously occurring alongside a great deal of weird and (sometimes) wonderful news, you could be forgiven for falling for the plethora of PR pranks that honour the age-old tradition of April Fools’ Day.

April Fools’ is a haven for PR – a carefully crafted joke guarantee brands free publicity, with either a member of the media falling for the hoax or an amused journalists penning a piece about the prank. April Fools’ has become a fun way for brands to interact with both the public and media via social media platforms, whilst simultaneously being a harmless form of good old-fashioned entertainment. It also provides the opportunity to go viral with a creative stunt, allowing your brand to become the focal point of the public lens.

If you’re considering pulling off that oh- so-hilarious April Fools’ stunt, check out our top tips for success:
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• Inside jokes aren’t funny for those who aren’t inside. If the public remembers your prank, but doesn’t understand its relevance to your brand, then it probably isn’t worth the effort. If comedy is your company’s cup of tea, be mindful that whatever you are promoting is in some way associated with the stunt.

 

• Be careful that the joke isn’t on you! All PR stunts bear the burden of risk, even those that take place on April 1st. Ensure that your prank is light-hearted and is carried out in good spirit (think Domino’s edible pizza box or The Beano to write only in emojis) – crude and distasteful material could have a lasting negative impact on brand reputation. 

 

• Slot in a subliminal message… planning on running a new (and genuine) campaign any time soon? Although largely farcical, your April Fools’ stunt might just provide the platform to plant the seed of an exciting new idea in the public consciousness!   

 

• Creativity is key! For example, Independent PR firm, Manifest, created what it claimed was the "world's first" artificial intelligence account executive to "enhance the holistic package of integrated communications" - where can Flame get one of those?