Tuesday 26 July 2011

'Let's send fake redundancy notices to journalists': Is this the world's dumbest PR campaign?

A PR firm in Australia has come up with a whacky idea to attract the attention of journalists - send them fake redundancy notices.

According to the Mumbrella website, which covers media and marketing, more than 60 journalists received a document in the post from “The Australian Interior Authority” headed "Notice of Your Redeployment" informing them that their services would no longer be required.

Mumbrella founder Tim Burrowes, who edited Media Week in the UK, notes the letter went out to journalists working for Fairfax Media where real redundancies are taking place.

He says: "I did ask the PR person whether this was in good taste. She said she’d ask 'the power that be' and get back to me. Apparently the client will be revealed on Monday. I look forward to seeing the coverage they get."

The stunt has been dreamed up by Draft FCB which has a record of hoaxing the press. The company previously put out a fake press release saying two of its creatives were leaving for a start-up. It turned out to be a way of promoting the new series of Mad Men.

Draft FCB? More like Daft FCB.

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