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May the ‘dancing queen’ - hilarious, horrendous or a very clever PR stunt?

My money is on the latter, but according to various sources her 'people' claim it was totally spontaneous...

If you're not sure what I'm talking about, you’ll be sad to hear you (somehow) missed Ms May entering the Conservative Party Conference to Abba’s ‘Dancing Queen’, while busting out some questionable dance moves, yet again.

 This speech was already set against a backdrop of faux pas from the previous year, when she got a frog caught in her throat, coughed her way through her speech, was handed a P45 by a prankster and by the end of her address, had to contend with letters falling down from the wording on the wall behind her.

So with all this in mind and the criticism she's received around Brexit, it's no wonder Theresa May decided to put on a bit of show stopping entrance this year. And oh boy, has it got people talking!

“Awful” and “Genius” are just two of the terms used to describe the event, with a number of people theorising that the dancing was a well-timed set up. Speculation about her entrance that day has completely overshadowed and distracted from any comments and criticism she may have otherwise faced over her policies had she just walked on stage normally.



PR stunts therefore, can work to your advantage if you’re willing to take the risk. Here's a few things to consider before putting your next stunt into action:

1. What are your objectives? To be taken seriously, to distract, to simply make some noise or have some fun? This needs a lot of consideration before you can even begin to think about the logistics.

2. How will it be executed? How will you reach your audience and gain maximum exposure. After all, there is no point if it won't be seen or heard, so it’s important to make sure that the right people will see it.

3. What's your explanation after the event? Of course everyone will want to know the why and how, so make sure you have your story straight and your team briefed accordingly, so everyone is dancing to the same tune.

4. Are you prepared to be criticised? Not everyone is going to like it so you need to be ready to take the rough with the smooth.

5. Are you making a good idea over-complicated? Keep it simple with a few key aims. The less that can go wrong, the better.

Whatever the truth behind Ms May’s dancing debut is, one thing is for certain - it got people talking. If you need some help to come up with a creative way to get your message out there to the people you want to hear it, don't be afraid to pick up the phone and have a chat with us. We promise we will not bring Abba into the mix - unless you really want us to of course!

Claire Oakley


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