Have leaks helped or hindered Prince Harry's book?
But he adds: "You wouldn't have wanted a leak like this too far in advance, because you want the book to be launched at the height of the hype. If this leak had happened three weeks ago, the news cycle would have moved on and this story would have been slightly old hat.
But the number of people involved in the book's international production and distribution meant a leak was difficult to avoid. The Guardian, The Sun, The Telegraph, the BBC and Sky News were among the outlets which obtained the book"The net result has been that about every two or three hours, someone translates another chapter and then there's been another news dump of some new line," notes Neill Denny, joint editor of book trade news website BookBrunch.
While the early revelations may not have been part of the original rollout plan, Mr Coram James points out: "With PR strategies on big events like this, there is very often a half-expectation that something is going to go wrong. And so they will have prepared for this scenario, even though they won't have expected it."
Under the original PR strategy, that would have created the appearance of Harry being held to account over the book's content, getting ahead of any potential criticism. "The American publishers were very smart to get him in the room with Harry," says Mr Denny. "I think if Harry had written the book himself, it would have been a bit blander. But I think this guy's pulled out and worked on these themes and made the book much more interesting."
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