If you were anywhere 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 series of Harry Potter novels would not be announced for six months, 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 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 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 beneath the surface you see that not only is it in Ms. Rowlings interest to keep her work in the public eye, it is significant to the books 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 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 wizards 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.

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 first 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 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 talk about a product, you are more likely to buy it so you, too, can become part of the conversation, Drabenstott concludes.

This 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 because it draws the public to their information outlet, and the consumers win because they get access to the information that they crave. This is the magic of public relations.

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

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