A Magical Introduction To Public Relations

If you were any place in the civilized world toward the end of June 2006 you probably witnessed public relations working its magic. While the release date of the final installment in the group 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 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 why this announcement is such a big deal.

When you look under the surface you see that it's not only in Ms. Rowling's interest to help keep her work in the general public eye, it is significant to the book's publisher, the producer and distributor of the favorite Harry Potter movies, and a countless number of companies that produce and sell Potter paraphernalia. Because the Harry Potter brand has already 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 moment attention of viewers and readers that is good for the organization within the story and ideal 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 into a 'star' that became as newsworthy as anyone on the Hollywood A-list," says Michael Drabenstott, a partner in SPARK a PR and marketing firm located in suburban Philadelphia. "The general 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 and that means you, too, can become section of the conversation," Drabenstott concludes.

This is actually the win-win-win situation developed 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 to their information outlet, and the consumers win because they get access to the info that they crave. This is actually 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 is also President and Chief Consultant of Giannini Marketing. read more that specializes in marketing technical and industrial products, and products sold into the affluent marketplace.