Calling the Kaepernick Workout a PR Stunt Gives it a Bad Name (It's Not Even That)

A quick word on Colin Kaepernick’s latest “shot,” an NFL-arranged workout set to take place this Saturday outside Atlanta. News of it has quickly swept up the sports, media and social spheres with no shortage of resulting opinions.

Many folks, including Kaepernick’s former knee-taking teammate Eric Reid, are calling the hastily-planned showcase a “PR stunt.” Coming from the PR industry, I’ve seen and heard that specific terminology — “PR stunt” — used in many ways. A good PR stunt can be clever, disruptive and catalyze conversation for a brand or organization. A bad PR stunt can be a misguided attempt to convey one thing to, potentially, divert attention from something else. A “cheap” way to say: “Hey! Look, over here! But not over here, OK?”

Here’s the thing. This thing doesn’t even deserve to be called a PR stunt. Good, bad or otherwise.

Regardless of their motives, PR stunts typically have a few things in common. They are well-planned. Production level is high. There is great thought and attention put towards making sure the right people, eyes and outlets are there to see it. They attempt to get everyone in one place at one time. They are spectacles, by design.

So, when looking at Saturday’s workout, I’m not sure it would receive basic PR stunt credits from a group of PR interns. Consider this:

• An event taking place Saturday was first “announced” on Tuesday.

• The star celebrity’s schedule was not consulted, and he was given a two-hour exploding offer.

• None of the most important/notable people can show up because, well, it’s a Saturday before an NFL Sunday.

• Today is Thursday, and there’s nobody to run the event. In this case, you know, coaches, receivers, and the like.

• In addition to the lack of event attendees and performers, there appears to be no formal run-of-show.

If this was a PR stunt, it’s failing at the basics.

If this was a PR stunt, you’d ensure that as many teams, coaches and league officials were able to attend.

If this was a PR stunt, you’d go overboard lining up an A-plus cast that was bulletproof to assail.

If this was a PR stunt, you’d make sure the $$ photo of Kaep surrounded by hordes of scouts, media and cameras was perfectly framed and ready for mass distribution.

If this was a PR stunt, you’d be able to say after its conclusion: “Look how far we went to give this man a chance! Look who we brought together! Everyone was there! The best conditions! The optimal set-up! Nothing to question!”

If this was a PR stunt, you would know it…but at least it would feel like one.

This doesn’t even pass that sniff test.

Right now, it’s a joke. And it kinda makes you wonder, what’s the point?