If you're anywhere in the civilized world toward the end of June 2006 you probably witnessed pr working its magic. While the release date of the final installment in the group 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 these might be young Mr. Potter himself.This short dialogue set an avalanche of press coverage into motion. All of the major television networks and their web and cable counterparts covered the story. The 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 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 under the surface you see that not only is it in Ms. Rowling's interest to help keep her work in the 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 produce and sell Potter paraphernalia. Since the Harry Potter brand has 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? Only mention of the boy wizard's name gets the moment attention of viewers and readers which is good for the organization within the story and great for those who advertise with them."The Harry Potter phenomenon started with a unique product: an engaging, imaginative novel that bridged generations by captivating children and adults alike. Favorable media coverage stemming from the initial 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 based in suburban Philadelphia. "The public wanted to know about Harry and journalists willingly obliged. Each successive book stimulated additional excitement and buzz. When people you trust and admire discuss a product, you're more prone to buy it so you, too, can become the main conversation," Drabenstott concludes.It is the win-win-win situation created by the unique type of marketing created through PR. Individuals delivering the message win by obtaining the word out about their work, those delivering the message win since it draws the public with their information outlet, and the consumers win since they get access to the information that they crave. This can be the magic of pr.Gaetan T. Giannini Jr. is Chairman of the Business, Management & Economics department at Cedar Crest College in Allentown, Pa. He could be also President and Chief Consultant of Giannini Marketing. A company that focuses on marketing technical and industrial products, in addition to products sold in to the affluent marketplace.