The art of pulling off a controversial PR stunt: some brands do it right, others do it wrong - Muck Rack | Public Relations & Social Marketing Insight | Scoop.it
From muckrack.com - February 7, 2017 1:56 PM

They say there’s no such thing as bad publicity, that courting controversy heightens brand awareness and contributes ‘edge.’ But, as plenty of firms have learned to their sorrow, public scandals and misjudged marketing bombs can be seriously costly.

In the age of Reddit and WikiLeaks, you’d think it would be pretty hard to shock modern consumers. However, public grievances in many territories have actually increased in the last decade.

The potential for uproar certainly exists, but how can this be translated into brand awareness and direct sales? Let’s address some examples, both successful and not so successful....