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. While read more of the final installment in the series of Harry Potter novels would not 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 them may 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 across the globe thanks to news wire services such as the Associated Press and Reuters.

The trade journal Ad Age covered the story and the story behind the story- the reason this announcement is such a big deal.

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

" read more started with a unique product: an engaging, imaginative novel that bridged generations by captivating children and adults alike. Favorable media coverage stemming from the first book made Harry 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 based 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 are more likely to buy it which means you, too, can become the main conversation," Drabenstott concludes.

more info is the win-win-win situation created by the unique form of marketing created through PR. The people delivering the message win by getting the word out about their work, those delivering the message win since it draws the public with their information outlet, and the consumers win because they get access to the information that they crave. Here is the magic of pr.

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