5 fake press releases that scored major coverage

We’re not advising you to draft a phony release and submit it for a client, but it did work for these organizations (and one independent PR practitioner).

What did it do?

The group enlisted the help of the Yes Men and issued a fake press release claiming GE planned to repay $3.2 billion in tax breaks to the U.S. government. The Associated Press took the bait and published a story, which it later retracted.

US Uncut, a small group that seeks to pressure corporations to avoid tax loopholes, scored major headlines for the dupe—presumably more than if it had issued a press release with real news.

Meanwhile, GE shares fell 1.6 percent from their preopen high.

So, what’s the lesson (beside the obvious one for the AP)?

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