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Get the PR right
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).