How to avoid a publicity stunt disaster

Recently, two Victoria BC groups tried to garner publicity with stunts - and failed miserably. The first, Fresh Coast Eatery, took to Instagram with a photo that was derided as fat shaming, in order to promote its healthy cuisine. The second, a stunt promoting a local comedy show, subjected white males to ticket prices double those of non-white males and females - allegedly to put the spotlight on white male privilege. 

What might they have done differently? I got on the air with CFAX's Mark Brennae to discuss the do's and don't's of publicity stunts.