Creative PR
WHAT IS IT?
Creative PR is advertising that media publish for free — because it's news, not an ad. No media buying, no boosted posts: the idea itself is the distribution plan.
It's how a leopard-print flashmob helped move actual tanks, how a bomb-shelter map of Venice made the world look at the Ukrainian Pavilion, and how a store where nothing is for sale spoke for a whole country at EXPO 2025.
THE BICKERSTAFF WAY
Every campaign idea takes the Tier-1 test before pitching: would a top-tier editor honestly call this news? Our PR minds sit inside the creative process from the first brainstorm, not at the end — testing ideas for media potential while they are still cheap to change.
We measure what earned media actually did: Tier-1 mentions, reach, sentiment, earned media value — and what changed in the real world afterwards.
WHAT WE TYPICALLY DO
- Newsworthy campaigns with zero or near-zero media budgets
- Advocacy and cause campaigns that reach governments and front pages
- Launches designed as news stories, not announcements
- PR strategy, media kits and journalist relations around a creative idea
SELECTED CASES
[Leopards for Ukraine] (2023)
[Nearest Bomb Shelter] (2024)
[NOT FOR SALE] (2025)
[Welcome to russian world] (2022)
[Ukrainian Leadership Academy] (2023)
[We instead of me] (2022)
FAQ
Is this just 'going viral on purpose'?
No. Virality is a lottery; newsworthiness is a craft. We engineer the reasons journalists and editors need a story — tension, novelty, proof — and support it with real PR work.
Do you buy media at all?
Not for this product. Non-standard PR is pure earned media. If a brief later needs paid amplification, we plan it separately and say so plainly.
What results should we expect?
Recent campaigns earned 111M reach (#FreeTheLeopards), 13.7M impressions in 72 hours (Nearest Bomb Shelter) and 115M+ media reach (NOT FOR SALE at EXPO 2025). We commit to the mechanics; the numbers follow the idea's courage.
How long does a creative PR campaign take?
Around 1–1.5 months from brief to newsroom inboxes — faster when the cultural moment demands it.
