Publicity stunts are nothing new. In fact, they are getting more and more prevalent in today's YouTube society. Many Christian artists feel hiring a publicist is actually at odds with the standards of someone in the ministry. But the truth is, even a shameless publicity stunt can lead to a ministry moment.
Take the Opera Company of Philadelphia and their "Random Acts of Culture" campaign. They took 650 singers disguised as shoppers to Macy's in Philadelphia. With the Wanamaker Organ to accompany them, they "spontaneously" burst into the Hallelujah Chorus. But this blatant PR stunt can't possibly lead to ministry, can it? Watch the video below and you decide. Can you tell the "official" singers from the shoppers by the end? I'm assuming the Opera Company's motive was not to create a spiritual moment, but it happened anyway.
Ministry + PR = Great Commission.