In 2017 Annual Conference

Blogger: Colleen Thayer, APR, CPRC, Central West Coast Chapter

As our lunch session began with Scott Stanzel, Director of Corporate Communications for Amazon, the focus on customer service became clear. It’s all about relationships at Amazon, as it is in public relations.

With 380,000 employees worldwide, Amazon knows that they will achieve better business outcomes if they continually focus on the customer.

To do this, Amazon sticks to its Leadership Principles:

Amazon Principles

  • Customer Obsession
  • Ownership
  • Invent and Simplify
  • Are right, A lot
  • Hire and develop the best
  • Learn and be curious
  • Insist on the highest standards
  • Think big
  • Bias for action
  • Frugality
  • Earn trust
  • Dive deep
  • Have backbone; disagree and commit
  • Deliver results
If it isn’t important to the customer…

Scott shared how these principles and Amazon’s values for customer service translate into its PR practices. If it isn’t important to the customer they don’t need to communicate it. They want to be service-oriented as a public relations team and aggressive in their storytelling.

How Amazon does PR

First, they listen to employees, their internal customers, focusing on their needs and their professional development. This translates into excellent customer service on the external side.

Amazon Tenents

The central tenants to Amazon’s public relations strategy focus on trust, honesty, and quality, and therefore successful relationships with the customer. Which brings better business results for the company – and an Amazon smile.

avatar for Scott Stanzel

Scott Stanzel

Director of Corporate Communications
Stanzel leads the worldwide marketplace communications team, which is responsible for all aspects of public relations for Amazon’s growing third-party seller business. Stanzel has led media and public relations related to Amazon’s fulfillment centers, transportation, customer service, Prime Now and Prime Air. He has also led community relations and internal communications for Amazon Operations and previously guided consumer public relations for North America. A native of Iowa, Stanzel began his career in politics and served as the National Press Secretary for the Bush-Cheney ’04 campaign and as Deputy White House Press Secretary for President George W. Bush. He and his wife, Priscilla, have three daughters and live in Seattle, Washington.
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