Are PR stunts effective at creating sustained conversation?

Steve Earl's latest blog post on PRWeek asks the question:

“Do PR stunts that aim to shield the audience from the truth of their intentions, at least initially, or seek to double, treble or quadruple-bluff, have any real place in the communicator’s arsenal today? Can brands both seek deeper and sustained levels of audience engagement while deliberately trying to fool the audience at times? ”

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