Incidentally, whoever is doing PR for Jon Ronson's book is a fucking wizard at their job. I don't think I've ever seen a book promoted so ubiquitously, through

Incidentally, whoever is doing PR for Jon Ronson's book is a fucking wizard at their job. I don't think I've ever seen a book promoted so ubiquitously, through so many different channels, hitting so many different audiences over such a sustained period of time. Reading all the different articles, it's possible to see hints of how orchestrated the entire process was and how the same stories get pushed into different contexts to provide relevancy to different audiences. Execution wise, all this took a fuckton of work by absolute professionals and I'd love to read a behind the scenes post-mortem of the work once it's completed. There's sure to be lessons from this campaign that would be valuable to anyone working in or needing PR. PS: Please don't post a link to Paul Graham's submarine piece yet again. It's not a bad piece of writing but it's become the de facto piece on understanding PR which is all kinds of tragic. If the submarine piece is the best piece of writing you know of on PR, then it's likely you know almost nothing about the field and should refrain from commenting as if you do.