The Australian socialite and businesswoman Roxy Jacenko has had to pulp the first copies of her latest book after a quote on the cover mistakenly said she "never fails to disappoint".
Jacenko, a PR specialist and former contestant on Australia's Celebrity Apprentice, said the "nightmare" endorsement was an honest mistake and was meant to say she "never fails to deliver".
The less-than-flattering quote made it past all proofreaders at publishing house Allen & Unwin, and was spotted only when advance copies of Roxy's Little Black Book of Tips and Tricks had been sent out.
Written in only six weeks, Jacenko’s book bills itself as a “no-bullshit guide to PR, social media and building your brand”. Glowing reviews on the back cover describe the publicist as “street-smart and hard-headed” and a “totally tenacious PR expert”.
“Roxy never fails to disappoint, and this book is an easy, interesting read that people in a lot of professions (not just in PR) could learn something from,” the uncorrected quote said.
It was printed due to “a proofing error made by our editorial department”, Allen & Unwin said.
Jacenko told Sydney's Daily Telegraph the mistake made it past six proofreaders at Allen & Unwin, and it was a friend of hers, who had received an early copy, who pointed it out.
“It’s a f**k-up, but Jackie’s a friend,” Jacenko said. “It certainly should have said ‘Roxy never fails to deliver’.”
Allen & Unwin would not disclose how many books had been printed with the error. The publisher said it would correct the quote and the book would still meet its late-November release date.
“There was a misprint in an endorsement quote from radio announcer Jackie O,” a spokesperson said. “This was missed in proofing, but subsequently corrected prior to the book’s publication.”
Jacenko has previously written three fiction books, and is married to the high-profile former stockbroker Oliver Curtis, who was convicted of insider trading in 2016.
The publicist founded her own PR firm in 2004 and came equal second in the third season of the Celebrity Apprentice Australia, losing to Olympic swimmer Stephanie Rice. – Guardian