How to play it cool this April Fool’s…

A national day can provide a great window of opportunity for us PRs – often helping to guarantee hits on social, as well as column inches in news publications, and across air time.

April Fool’s – the light-hearted, comical day, aimed at spreading a smile – is no different. And indeed brands have taken lucrative advantage. How could you not smirk upon hearing that Durex have released condoms flavoured as a Sunday roast, fish and chips, and a chicken tikka masala (there’s no accounting for some….) – or at the thought of a bottle of Coca Cola filled with a carbonated shot of helium, to make your voice go higher – cue Mariah…

But proceed with caution! Pulling an April Fool’s prank can cause damage to an organisation’s reputation and image. It is worth remembering that not every brand can get away with this kind of trickery!

Greater Manchester Police Radcliffe fell short in 2015 when they tweeted this…

Rightly or wrongly it received a lot of backlash and GMP had to publicly apologise. Oops. Let’s be having you…

It’s also been reported that this year Microsoft is banning its employees from participating in any hoaxes, with its marketing chief explaining: “Data tells us these stunts have limited positive impact and can actually result in unwanted news cycles”. Wise words we feel.

So while April Fool’s can provide a great opportunity to grab your audience’s attention and give them a good laugh, make sure it’s appropriate and in line with the brand’s position – or else it might not be much of a laughing matter!