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Denny's Daily Zinger: The Greatest Publicity Stunt of the Year!

December 20, 2013 By Denny Hatch
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Anybody who watched Amazon founder Jeff Bezos on CBS’s "60 Minutes" had to be dazzled. Bezos showed that he rivaled the late Steve Jobs as master manipulator of the media. He led Charlie Rose into a secret room and revealed to the world a dazzling project—mini-drones that deliver merchandise to customers within 30 minutes.

The story showed up all over the media—print, cable and network news. Reporters reported and babble-heads babbled. “Successful PR is letting people in on what you are doing,” said my first mentor in business, Evelyn Lawson. Bezos’ timing just before the holidays was the equivalent of millions of dollars spent on space and broadcast advertising calling attention to Amazon.

In terms of PR stunts, Bezos ranks with St. Louis Browns owner Bill Veeck. On Aug. 19, 1951, Veeck sent a 3-foot 7-inch man, Eddie Gaedel, to pinch-hit against the Detroit Tigers. “You’ll never have to apologize for giving people some fun,” he wrote in his memoir, Veeck as in Wreck. (Note: Gaedel walked on four straight balls, was replaced by a pinch runner and retired from baseball.)

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His next book will be "Write Everything Right!" Visit him at or contact him at

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