The key passage:
As part of hyping the forthcoming “Deathly Hallows,” Scholastic is sending the purple three-decker Knight Bus across the United States. The bus, used in the Potter books to transport witches and wizards, began its journey June 1 in New York and will return for the “Deathly Hallows” launch July 21. It is a traveling video studio where fans can record tributes to Harry Potter, which will be made available online.
In advance of the final book, Kyle Good, Scholastic’s vice president of corporate communications and media relations, says her team approached the communications campaign in a simple way.
“None of us sees the book in advance,” she says. “We knew it was going to be the last book so we had our whole Harry Potter team come together — from public relations, executives, production, marketing and editorial — and asked ourselves ‘what do we want to know?’ about the new book.”
From that meeting came the Seven Questions of Harry Potter campaign, which began April 17 and ended July 7, aimed at stimulating discussion about “Deathly Hallows.” Scholastic posted one question every two weeks on its Web site and let the debates rage.
Good admits that Potter is a unique project. “Normally when you’re doing book publicity — especially for children’s books — you’re banging on doors trying to get people’s attention. But, with this book, people are calling us.”
Click here for the PRSA article.
Click here for J.K. Rowling's Harry Potter web site.
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