Developing your PR standing as a game developer

A common source of disappointment we see among indie developers is the erroneous assumption that a PR campaign will instantly convert into top-tier coverage. The reality, however, is that being namechecked by the biggest outlet involves a complex and multi-staged process that takes time, energy, and an element of trial and error.

When an editor, journalist or influencer is deciding what to cover on a given day, there are two prerequisites that need to be hit. Number one: they need to know that product or company exists. Number two: they need to be confident that it will be of interest to their audience.

That’s why so many indie developers complain that they sent a hundred emails, but they yielded no coverage. If it’s your first game, and the first time you’ve run a PR campaign, your likelihood of success from this method is close to zero.

But, evidently, video games do get major media attention. So how can a small games company go from A to B, and land that coverage of their dreams?

We’ve put together an infographic, taking you through what we believe are four key stages of a successful long-term PR strategy. Be aware that many companies never get past Stage 3 yet still manage to be very successful. In many ways, the final stage is where things become the most complex and challenging, and there is no shame in aiming your sights below this. Also be aware that if you’ve had success before you went ‘indie’, perhaps as a big name at a major studio, you might be able to skip Stage 1.

In any case, this isn’t one-size-fits-all, but it’s a fairly good template upon which to base your expectations and your strategy. Click the image to download it as a PDF.