[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Foutreach-conference-2018-turning-pr-stunts-successes-lexi-mills":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":19,"acf":29,"head_links":355,"breadcrumbs":356,"reading_minutes":85,"category":363,"head":365},"2018-06-08T11:17:31",{"rendered":6},"\u003Cdiv class=\"ai-title\">\n\u003Cdiv class=\"sl-name\">Lexi Mills is Managing Partner from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.shift6.org\u002F\">Shift6\u003C\u002Fa> specialising in integrating PR and SEO. Her research work focuses on the opportunities, ethics and risks of machine learning and AI within the sector of internet search.\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Lexi has worked across a variety of clients, managing to get some really high level coverage. Her talk is broken into four sections; consistent truths about successful stunts, Talking clients into stunts, Leveraging AI and making things easier.\u003C\u002Fdiv>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FQUfv5x84OpNOP\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Cstrong> \u003Ca title=\"Turning PR Stunts into Successes #outREACHconf @OutREACHconf @VerveSearch 2018\" href=\"\u002F\u002Fwww.slideshare.net\u002Fleximills1\u002Fturning-pr-stunts-into-successes-outreachconf-outreachconf-vervesearch-2018\" target=\"_blank\" rel=\"noopener\">Turning PR Stunts into Successes #outREACHconf @OutREACHconf @VerveSearch 2018\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"\u002F\u002Fwww.slideshare.net\u002Fleximills1\" target=\"_blank\" rel=\"noopener\">Lexi Mills\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\n\u003Ch2 id=\"section-1-consistent-truths-about-stunts\">Section 1: Consistent truths about stunts\u003C\u002Fh2>\n\u003Cdiv>Firstly, Lexi says, she wants to debunk the ‘fun’ clients myth. Lexi claims that coming up with ideas for boring clients is way more fun. What do you think?\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Then she began by going over the main constituents of getting decent coverage in high level publications;\u003C\u002Fdiv>\n\u003Ch3 id=\"speed\">Speed\u003C\u002Fh3>\n\u003Cdiv>Remember this?\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6136\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fl1Eoh5wM-The_Dress_viral_phenomenon.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"220\" height=\"293\" \u002F>\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>She talks about the blue and black dress stunt when she was working for Depop. Apparently, Lexi told her intern to ‘go and get the dress or don’t come back’. They ended up getting hold of the dress, walked it around and had instant coverage revealing it was in fact, blue. The key aspect to success here was speed, she claims.\u003C\u002Fdiv>\n\u003Ch3 id=\"make-the-story-believable\">Make the story believable\u003C\u002Fh3>\n\u003Cdiv>You need to be able to walk around the entire story, she says. The story needs to have substance.\u003C\u002Fdiv>\n\u003Ch3 id=\"be-concise\">Be concise\u003C\u002Fh3>\n\u003Cdiv>Lexi claims that Steven Spielberg says a good movie should be summed up in 25 words, and PR ideas should be the same. Her advice is go to the pub and talk about your idea – if the response isn’t “that is amazing” – then stay there chatting until someone comes up with something amazing.\u003C\u002Fdiv>\n\u003Cdiv>\n\u003Ch2 id=\"section-2-talking-clients-into-stunts\">Section 2: Talking clients into stunts\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\u003Cdiv>Lexi goes over several tactics she has used in the past to get big ideas signed off from clients.\u003C\u002Fdiv>\n\u003Cul>\n\u003Cli>Fit stunts into the existing client’s site\u003C\u002Fli>\n\u003Cli>Ask the client for their consideration, not for a yes.\u003C\u002Fli>\n\u003Cli>Start big and then move it to be more reasonable.\u003C\u002Fli>\n\u003Cli>Don’t put all your eggs in one basket\u003C\u002Fli>\n\u003Cli>Break your launches up into a phased approach.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"case-study-bathroom-sweet-stunt\">Case study: ‘bathroom sweet stunt’\u003C\u002Fh2>\n\u003Cdiv>She built \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.bathroomsweets.com\">www.bathroomsweets.com\u003C\u002Fa> for her client https:\u002F\u002Fwww.bathrooms.com.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>It was a tongue in cheek poke at how many people can’t spell ‘suite’. They bought the domain, and filled the content with images of bathrooms made of chocolate and other sweets. This picked up national media coverage, after being featured on MSN. Her top tip here was to keep going until you get that ‘tipping’ piece of coverage, she says.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>Case study: Duckling stunt\u003C\u002Fdiv>\n\u003Cdiv>Alongside this, she put a job ad in the paper looking for ducklings to test a bath. She then rang the metro and asked them to cover this in digital, and received local coverage.\u003C\u002Fdiv>\n\u003Ch2 id=\"section-3-leveraging-ai\">Section 3: Leveraging AI\u003C\u002Fh2>\n\u003Cdiv>AI these days is telling journalists what is popular and what is trending. In fact 50% of content publications write, Lexi claims, comes from trends observed by AI. Her top tips on following and spotting trends are:\u003C\u002Fdiv>\n\u003Cul>\n\u003Cli>Read Kickstarter, as it has loads of upcoming ideas.\u003C\u002Fli>\n\u003Cli>Use Google trends.\u003C\u002Fli>\n\u003Cli>Go to conferences and listen, jotting down key words that you notice are being talked about.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"case-study-the-robotic-handbag\">Case study: the robotic handbag\u003C\u002Fh2>\n\u003Cdiv>She \u003Ca href=\"https:\u002F\u002Fwww.finder.com\u002Fpress-release-ibag-2-launches-to-curb-spending\">created the iBag2\u003C\u002Fa>, which she launched internationally.  The bag was meant to prevent you from impulse spending. It was then taken to New York Fashion week, and received fashion coverage as well as international coverage.\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-6137\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FTBGM2wvr-Screenshot-2018-06-08-at-11.59.04.png?auto=compress%2Cformat&fit=scale&h=120&q=90&w=200\" alt=\"\" width=\"300\" height=\"180\" \u002F>\u003C\u002Fdiv>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Ch2 id=\"section-4-making-things-easier\">Section 4: making things easier\u003C\u002Fh2>\n\u003Cdiv>\u003C\u002Fdiv>\n\u003Cdiv>A few last points, she adds on how to make things easier\u003C\u002Fdiv>\n\u003Cul>\n\u003Cli>Get an academic expert to add authority to the story\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cdiv>Lexi talks about how she has a database of experts she can tap into.\u003C\u002Fdiv>\n\u003Cul>\n\u003Cli>Don’t give up.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cdiv>If you’re sure of your idea, then keep going. The Daily Mail told her twice that an idea wasn’t right for them, but they sent it again.\u003C\u002Fdiv>\n\u003Cul>\n\u003Cli>No idea comes from one person\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cdiv>Be kind and talk to people, ideas will come from discussing and exploring ideas.\u003C\u002Fdiv>\n",false,"standard",[10],45,[12],{"id":13,"name":14,"path":15},132,"OutREACH Conference","\u002Fblog\u002Fcollection\u002Foutreach-conference\u002F",[17,18],101,95,[20,21,22,23,24,25,26,27,28],"post-6135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr","collections-outreach-conference",{"page_content_modules":30,"hero":81},[31,36],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Outreach Conference 2018: Turning PR Stunts into Successes – Lexi Mills",[],{"acf_fc_layout":37,"reduced":33,"top_overlap":38,"bottom_underlap":38,"disable_observer":-1,"heading":39,"cta_text":40,"cta_link":41,"items":42},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[43,57,69],{"type_key":21,"title":44,"excerpt":45,"to":46,"postedAt":47,"readingTime":48,"image":49,"authors":50,"category":54},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[51],{"name":52,"image":53},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":21,"title":58,"excerpt":59,"to":60,"postedAt":61,"readingTime":62,"image":63,"authors":64,"category":68},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[65],{"name":66,"image":67},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},{"type_key":21,"title":70,"excerpt":71,"to":72,"postedAt":73,"readingTime":74,"image":75,"authors":76,"category":80},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[77],{"name":78,"image":79},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},{"type":82,"style":83,"heading":34,"date":4,"updatedAt":84,"reading_minutes":85,"image":86,"imageAlt":34,"categories":87,"collections":271},"blog-post","light","2022-02-07T16:48:29",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FSqLU4dkC-050720211625519393_leximills.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[88],{"id":10,"count":89,"description":90,"link":55,"name":56,"slug":91,"taxonomy":92,"parent":93,"meta":94,"acf":95,"head_links":96,"resource_count":97,"yoast_title":98,"yoast_meta":99,"yoast_json_ld":144,"_links":243,"path":55},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",0,[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[100,102,105,108,111,114,117,119,121,123,126,129,132,135,138,141],{"property":101,"content":98},"title",{"property":103,"content":104},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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