Best PR campaign

Even people who loathe John and Patsy Ramsey (and there are loads of them) would have to admit that the couple conducted a hugely effective publicity tour to hype The Death of Innocence, their we-didn't-kill-our-daughter-JonBenét epic. From artful buildup (newspapers printed stories about the book's publisher keeping the tome under armed guard prior to its release) to media payoff (much-ballyhooed interviews with Barbara Walters, Katie Couric, et al.), the blitz was a work of advertising-age art.