Forget PRing things these days; the fashion now is to drop bomshells - visual bombshells a la Beyoncé, personal bombshells and now, thanks to Lena Dunham, literary bombshells.
The Girls creator yesterday wowed her fans with the announcement of a new book, titled 'Is It Evil Not To Be Sure?' - a collection of essays that she penned back in the early noughties.
Following the familiar pattern of gentle mockery, Lena labelled the version of herself encased in the text: 'a woefully misguided girl desperate to be embraced.'
And yet also explained that this latest publication is part of a much greater cause:
'I have always believed that women chronicling their own lives, even (or especially) at their most mundane, is a radical act,' she detailed in her Lenny newsletter.
Rather selflessly, the proceeds from this book will go to Girl Write Now, an organisation that champions and mentors young female writers.
So while most of us would struggle putting pen to paper, let alone finding ourselves a book deal and organising a launch campaign, Lena has casually slid a newly published tome across the table.
Well played Dunham, well played.