The polar opposite to this type of special event is publicity stunt, which is merely a gimmick planned to gain publicity, having little value beyond that. Avoid self-serving publicity stunts, but don't dismiss the news value of legitimate special An appropriate event can attract the attention of reporters and generate interest among your publics. A publicity stunt sometimes can provide a great photo op (short for photo opportunity) that can attract the attention of visual media and offer opportunities to extend the organiza- tion's message to newspapers and magazines, television and online photographic venues.