J.K. Rowling went ahead and officially announced a few details about Pottermore, the new and exclusive eBookstore for the Harry Potter novels, this morning via YouTube (video above), but a publicist at Scotland-based PR firm StonehillSalt had already accidentally sent details about the project and its PR strategy to reporters.
Buzz had been building about Pottermore for a couple of weeks and then yesterday there was chatter about a leak.
The Independent received the leaked documents, and it not only contained details about the new site, but also expressed fears that there could be a leak. A spokesperson for the firm said the email was a simple error and the document is old (it’s dated 2010). But of course, with so much excitement around anything Harry Potter-related, and previously leaked images, it provided a juicy nugget that reporters couldn’t resist.
The Independent also says that the project was concocted by Adam & Eve, another PR firm that has done online scavenger hunts before, which may speak to word that Pottermore will also have that gaming element.