Tips for navigating the PR landscape

gamesindustry.biz:

The indie space is incredibly exciting, and increasingly competitive. Players can only pick so many games a year and with discoverability being one of the leading issues for developers (and players), there's a case to be made that PR is as vital as ever.

But how can you effectively utilise the PR resources you have at your disposal? What tactics should you employ to engage with your target audience? And how will you ensure the publications and influencers you engage with also benefit from these endeavours?

Speaking from experience, there is no one-size-fits-all approach to PR in the games industry. Conducting influencer outreach on AAA projects was a vastly different experience from working on an indie gem like The Case of the Golden Idol. Both require flexibility in the approach taken to PR and marketing.

What is certain is that there is now an even greater need to shift between different techniques and strategies when it comes to engaging with your audience. Journalists and influencers are more sensitive than ever before, acutely in tune with their audiences – their tastes, preferences, and expectations. As a result, good quality PR has never been more important to indie devs looking to make a success of their latest titles.

But what exactly are the key tips for indie developers looking to effectively utilise PR to successfully pitch and market their latest games?

PR is a relationship-based industry. While individuals in other fields, such as marketing, conduct outreach that can reach millions of viewers, PRs often deal in the thousands. Sustaining relationships with thousands of people, however, is a near-impossible task.

As a result, many studios will diminish the importance of building relationships with publications and influencers, and instead adopt a traditional 'spray and pray' approach.

In some instances, this is necessary, particularly when you are first starting your outreach and getting started in the field, but if you incorporate this frequently, this