Let us start this article with a disclaimer: this post is not intended to be political. We are not here to defend whether it is right, wrong, constitutional, a bribe, or the effect of magic mushrooms.
We are here to talk about PR.
With that being said, I am sure you have heard the news: Qatar is giving a $400M jet. That is the extent of the known facts we will discuss.
What Does a $400M Jet Have To Do With Marketing?
Well—the answer here is EVERYTHING and NOTHING. Let us elaborate:
From a purely operational standpoint, this jet has nothing to do with your small business, your brand voice, or your ad campaign strategy. A $400 million jet gifted by a foreign government has nothing to do with marketing as it’s a geopolitical move, a diplomatic gesture, or perhaps something more controversial (again, not trying to be political here).
But from a PR and perception perspective, it has everything to do with how people process information, how public narratives are shaped, and what lessons marketers can take from global news cycles—even the most extravagant ones.
1. Narratives Stick—Facts Don’t Always Need To
When the story broke, people didn’t stop to analyze the geopolitical nuances or long-term implications. They latched on to the headline: “$400M Jet Gifted.” It’s outrageous, viral, and stirs emotion. And it doesn’t matter that most people won’t follow up on the fine print.
This is a classic case of headline-driven PR. As a marketer, you should take notes. You don’t need a $400M budget, but you do need a hook. If your message isn’t crafted to resonate, surprise, or provoke curiosity, it gets ignored.
Brands like Balenciaga, Pepsi, and Bud Light have learned that controversy can backfire—but it also guarantees eyeballs.
- Good Controversy: Dove’s “Real Beauty” campaign (sparked debate but aligned with brand values).
- Bad Controversy: Kendall Jenner’s Pepsi protest ad (tone-deaf and quickly pulled).
We, personally, recommend you steer away from controversy—and on that same tone, we would probably recommend not accepting the gift as it does look bad from a perspective, but we digress— but if you’re going to court controversy, ensure it’s on purpose and tied to your core message. And be ready for it to potentially backfire.
2. People Remember Stories, Not Bullet Points
No one’s talking about the specs of the jet or what exact adjustments or modifications it will go through to be fit for the job it will be doing. They’re talking about the story around the gift and the fact that it is a $400M jet. That’s what spreads.
People connect to stories. Whether you’re selling a service, building a brand, or promoting a cause, make your message tell a story, not a list of features, if you want to stick in someone’s mind.
3. Control the Frame Before Someone Else Does
Within hours, that jet story had been spun a dozen different ways depending on who was telling it. The same event—completely different narratives:
- Critics: “This is corruption!”
- Defenders: “This is diplomacy!”
- Meme-makers: “What’s the in-flight movie?”
If you don’t define your brand’s story and the narrative around it, someone else will: your competitors, your customers, even the algorithm. Good marketing isn’t just about what you say—it’s about how early and consistently you say it.
4. Luxury, Excess, and Attention
There is a reason why most headlines emphasize the plane’s actual cost. The headline “$400M jet” is designed to shock—and it does. People can’t help but share it. As a brand, you may not be playing in the same league, but the psychology applies: people talk about extreme, unexpected, or emotionally charged things.
You don’t need drama to get attention, but you do need clarity and intentionality. What part of your message is “headline-worthy”? What makes someone pause, feel something, and maybe even click “share”?
Regardless of what your line of business is, you’re in the business of attention. That doesn’t mean chasing controversy but staying aware of what catches public interest—like the fact that someone will probably just click on this article because everyone is talking about the jet thing 🤷🏼♀️—and why.
Leaving the political aspect out of the whole story, this story is a great example of narrative, virality, and the power of emotional framing. Pay attention not to the jet itself but to how people talk about it.
Because that’s where the real marketing lessons are hidden.
What do you think? Are these lessons something you can use for yourself, or is this article just clickbait, and we should be ashamed of touching the topic?
Let us know below.
