Riot Communications works with Susie Dent on joyful campaign for Roots of Happiness

Penguin Random House (PRH) Children’s has hired Riot Communications to deliver a high-impact PR campaign for a new book by bestselling author, broadcaster and word expert Susie Dent. Roots of Happiness is a joyous collection of 100 positive words and their origins, paired with beautiful illustrations by Harriet Hobday. 

It takes just a short browse through the dictionary to see how negative English can be, but Dent has searched far and wide to unearth happy and uplifting words and phrases that – in some cases – have been long forgotten, while others have only just been discovered. It’s an ideal first introduction to the joys of language and a perfect match for those looking to expand their vocabulary with some uplifting words. 

Riot will deliver a creative PR campaign for the launch of the book and lead on talent management while ensuring the book successfully finds its readers. They have previously been hired by PRH Children’s for the launch of Emma Thompson’s festive classic Jim’s Spectacular Christmas, illustrated by Axel Scheffler, which was released in October 2022. 

Susie Dent is a writer and broadcaster on language. She recently celebrated 25 years as the resident word expert on C4’s Countdown, and comments regularly on TV and radio on words in the news. She has written for the Independent on Sunday, the Telegraph, and The Times; answers notes and queries about words and phrases in weekly columns on Radio Times and in The Week Junior; and is the author of several books, including her latest, Dent’s Modern Tribes. 

Jessica Jackson, Associate Director, Riot Communications, said: “We’re thrilled to be working with PRH Children’s once again on such a joyful and uplifting book, and can’t wait to bring it to audiences young and old. It’s the perfect gift for anyone with a curiosity in words and language.”

Rosamund Hutchison, Head of Publicity, Penguin Random House Children’s, added: “We were so impressed with Riot’s work on Jim’s Spectacular Christmas by Emma Thompson and Axel Scheffler, which was subsequently shortlisted for a PPC Award, we immediately thought of them as the perfect fit for Susie Dent’s new book. The team at Puffin is really excited to be publishing Roots of Happiness this autumn, and we know that Riot will bring their trademark energy and creativity to the campaign.”

Roots of Happiness will be released on the 5th October 2023.