Notes

A Magical Introduction To Public Relations
If you're any place in the civilized world toward the end of June 2006 you almost certainly witnessed public relations working its magic. As the release date of the ultimate installment in the series of Harry Potter novels wouldn't normally be announced for half a year, something extraordinary happened. On a British talk show, author, J.K. Rowling, mentioned that two familiar characters would meet their doom in book number seven, and that one of these might be young Mr. Potter himself.

This short dialogue set an avalanche of press coverage into motion. Each of the major television networks and their web and cable counterparts covered the story. THE BRAND NEW York Times gave the story a prominent spot in its pages and on its website. Even the venerable Wall Street Journal gave it a mention. The story also graced the pages of newspapers around the world thanks to news wire services like the Associated Press and Reuters.

The trade journal Ad Age covered the story and the story behind the story- the reason why this announcement is this type of big deal.

When you look beneath the surface you see that not only is it in Ms. Rowling's interest to keep her work in the general public eye, it is significant to the book's publisher, the producer and distributor of the popular Harry Potter movies, and a countless number of companies that make and sell Potter paraphernalia. Since the Harry Potter brand has already reached a fanatical popularity with children and adults everywhere it is also in the interest of television producers, newspaper editors and magazine publishers to cover this announcement. Why? A mere mention of the boy wizard's name gets the instant attention of viewers and readers which is good for the business covering the story and ideal for those who advertise using them.

"The Harry Potter phenomenon started with a unique product: an engaging, imaginative novel that bridged generations by captivating children and adults alike. more info stemming from the first book made Harry right into a 'star' that became as newsworthy as anyone on the Hollywood A-list," says Michael Drabenstott, somebody in SPARK a PR and marketing firm located in suburban Philadelphia. "The public wanted to find out about Harry and journalists willingly obliged. Each successive book stimulated additional excitement and buzz. When people you trust and admire talk about a product, you're more likely to buy it and that means you, too, can become area of the conversation," Drabenstott concludes.

This can be the win-win-win situation developed by the unique type of marketing created through PR. The people delivering the message win by obtaining the word out about their work, those delivering the message win because it draws the public with their information outlet, and the consumers win because they get access to the information that they crave. This can be the magic of public relations.

Gaetan T. Giannini Jr. is Chairman of the business enterprise, Management & Economics department at Cedar Crest College in Allentown, Pa. He is also President and Chief Consultant of Giannini Marketing. A company that specializes in marketing technical and industrial products, as well as products sold into the affluent marketplace.
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