Trending PR Campaigns
Tosca’s “Esiste la vergogna?” Music Video
Tosca released a political song about war and Western inaction, then gathered well-known Italian journalists and artists for its video. The line-up became part of the story, attracting further attention when journalist Guia Soncini mocked the video on social media.
Why it worked: It piggybacked on journalists’ built-in news value and rivalry, then engineered a second wave via a high-profile social media takedown.
The lesson: Consider staging a credible expert cameo lineup that invites debate, then seed a sharp dissenting response to fuel a follow-up news cycle.
Coverage over time
How this story spread across the media