Former member of the DC Comics publicity team Michael Shelling pulls back the curtain on what it's like generating buzz for major comic book launches and universe-wide events, sharing behind-the-scenes stories from campaigns he worked on and explaining the day-to-day responsibilities of comic book publicity in an increasingly crowded media landscape. Michael reveals the relationship between publicity teams and creative talent, discusses campaigns that exceeded expectations alongside those that didn't go as planned and the lessons learned, and reflects on the most challenging aspects of marketing comics versus other entertainment.

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