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Get the PR right

By on July 16, 2010
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At Develop in Brighton, Johnny Minkley of Eurogamer TV hosted a panel of 2 PR-types (Simon Byron of Premier PR and Hugo Bustillos from Sony) and two journalists (Tim Edwards, editor of PC Gamer and Rory Buckeridge, assistant editor of Nuts).

They had a bunch of advice for people trying to get coverage for their games. Here are some of them:

1. Send assets

Editors and journalists hate chasing assets. If you speak to a journalist, send assets. Every time.

2. Send high quality assets

Sending rubbish assets is bad. Make them good quality, send a range of them (especially to a print magazine.

3 Do what you say you’re going to do

If you promise to do something (especially if it’s “I’ll get back to you”), do it.

4. Don’t lie

There is no upside to lying in the long run. Tell the truth. Hyperbole is OK though.

5. Offer something exclusive

If it’s the same story, or the same screenshot, that everyone else has, then we are unlikely to cover it, says Tim Edwards of PC Gamer.

6. Don’t bother to PR Facebook games

Facebook games won’t get coverage until they are famous. Use the Facebook channels, don’t rely on PR.

7. Don’t stitch someone up

We have very long memories.

PR is something that you can do with your own time, but it requires time and commitment. But it can be very valuable, particularly if you are pushing a PSN or Steam title.

For further advice, look at Kieron Gillen’s excellent talk on How to Use and Abuse the Games Press.

And have you had a good success with a PR campaign. Let me (and other developers) know in the comments below).

About Nicholas Lovell

Nicholas is the founder of Gamesbrief, a blog dedicated to the business of games. It aims to be informative, authoritative and above all helpful to developers grappling with business strategy. He is the author of a growing list of books about making money in the games industry and other digital media, including How to Publish a Game and Design Rules for Free-to-Play Games, and Penguin-published title The Curve: thecurveonline.com