Lessons from the Man Who Sold the Brooklyn Bridge
Most business owners dream of landing a feature story in Forbes, getting mentioned on CNN, or seeing their product splashed across the front page of a major newspaper. For most, it feels like a fantasy reserved for celebrities or Fortune 500 companies with million-dollar ad budgets.
But Dr. Paul Hartunian—famous as “the man who sold the Brooklyn Bridge”—proves otherwise. Through smart publicity, he’s generated millions of dollars in coverage at virtually no cost. His story, and the principles behind it, show how any business can tap into the power of free publicity.
Why Publicity Beats Paid Advertising
Publicity delivers advantages money can’t buy:
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It’s cheap (sometimes free). A $10 press release can put your story in front of hundreds of reporters. Compare that to the thousands—or hundreds of thousands—you’d pay for ad space.
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Instant credibility. Readers and viewers trust news stories more than ads. A single interview can position you as the expert in your field.
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Speed to market. A press release can generate calls within minutes. Advertising takes days, weeks, or even months to roll out.
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It’s fun. Seeing your story in the media creates excitement, momentum, and brand pride.
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Instant trust and celebrity. In today’s “celebrity society,” being featured on radio, TV, or in print elevates you above competitors, no matter the size of your business.
As Hartunian says: “Publicity is not about ego. Publicity is about dollars in the bank.”
The Brooklyn Bridge Story
In 1983, Hartunian spotted a news segment about workers replacing the original wooden walkway of the Brooklyn Bridge. He contacted the contractor, bought the discarded wood for $500, cut it into pieces, and attached them to certificates reading:
“Attached is a genuine piece of the world-famous Brooklyn Bridge. You just bought the Brooklyn Bridge.”
He sent out fewer than 100 press releases. Within days, CNN, The Wall Street Journal, Reuters, and media outlets worldwide were interviewing him. CNN ran his story every 30 minutes for three days. The Johnny Carson Show even featured him in a comedic segment, giving him millions of dollars worth of exposure.
That one idea launched a career—and cemented a formula for turning publicity into profit.
The Publicity Formula
Hartunian emphasizes that publicity isn’t magic. It’s a repeatable system:
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Craft a compelling press release. Its only job is to get the reporter’s attention with a strong headline.
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Provide a bio. Position yourself as a credible source in your field.
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Prepare a Q&A sheet. This makes the reporter’s job easy—and ensures you control the conversation.
Follow those steps, and reporters will not only use your story, they’ll make you the star of it.
Four Ways to Attract Publicity
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Be controversial. Take a stand on an industry debate (without being combative).
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Have a “pet rock.” Sometimes quirky ideas catch fire—but don’t depend on luck.
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Be a nut (not recommended). Gimmicks might get attention but damage credibility.
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Solve problems. The most reliable path. Every product or service solves a problem. Communicate that, and you’ll always have newsworthy content.
Avoiding Common Mistakes
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Don’t promote your product directly. Reporters want a story, not an ad.
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Don’t cold-call reporters after sending a release. They hate it.
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Keep releases to one page. Anything longer signals you can’t get to the point.
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Don’t overthink it. Simple, helpful information—like “7 Ways to Avoid Costly Roofing Mistakes”—is more valuable than clever gimmicks.
The Power of Becoming a “Celebrity Specialist”
Hartunian’s “Pyramid of Influence” explains why publicity matters more than credentials. At the bottom sit generalists. Above them are specialists. Higher still are celebrities. But at the top are celebrity specialists—professionals who combine expertise with media exposure.
That’s where the money and influence lie. Whether you’re a dentist, mechanic, or insurance agent, becoming known through publicity elevates you beyond competitors, regardless of size.
Final Word
Paul Hartunian’s story proves that anyone—even a broke paramedic with no connections—can leverage the media to build wealth and fame. The secret is simple: stop chasing ads and start solving problems reporters can share with their audiences.
As Hartunian reminds us: “Whoever has the attention of the media wins.”
