I’ve seen some marketing magic in my day. But when I saw that the Disney marketing team was making hay out of a leak of a possible trailer for a movie that might happen, if we wish really hard, for the next Doctor Strange movie, all I could say was “wow.” Those folks really know how to build up buzz off of the merest whiff of a rumour.
Meanwhile, far away from the billion-dollar Disney empire built on spellbinding stories of comic book heroes … us regular public-relations professionals need to make do with what we’ve got. There’s always time and budget to consider, so we have to rely on our own magic tricks.
