Insights from a Seasoned PR Expert: Navigating the Ever-Changing Landscape of Games Journalism

The world of games journalism has undergone significant transformations over the past decade, with factors like sell-offs, layoffs, and the rise of AI-generated content contributing to this shift. As a result, journalists are now busier than ever, with their time being more valuable than ever before. In this context, PR professionals play a crucial role in helping developers and publishers navigate this complex landscape. According to Stefano Petrullo, founder of Renaissance PR, building relationships with journalists and understanding their needs is essential for effective PR. He emphasizes the importance of empathy, honesty, and respect in these relationships, and notes that in-person interactions can be particularly valuable in establishing trust and understanding. When it comes to review embargoes, Petrullo advocates for a unified approach, with all reviewers receiving the game at the same time, ideally 24 hours before launch. This approach helps to create a level playing field and allows for more coordinated coverage. However, if a journalist breaks an embargo, Petrullo suggests taking a nuanced approach, considering the circumstances and motivations behind the breach. In some cases, it may be necessary to politely request that the reviewer holds their review, while in others, it may be more productive to focus on maintaining a positive relationship with the journalist. Petrullo also stresses the importance of crisis management, noting that the best approach is often to be proactive and prepared for potential issues. This involves having a clear understanding of the facts, being transparent and honest in communications, and avoiding a defensive or confrontational tone. In terms of the impact of bad PR on publishers and developers, Petrullo suggests that the damage can be both less sticky and more dangerous, with attention spans being shorter but the digital footprint being permanent. However, he notes that temporary damage can often be mitigated with honesty and swift responses, while permanent damage typically results from more serious issues like breaking trust or misleading the community. When asked about the role of PR staff in the face of negative reviews, Petrullo notes that the industry has evolved, and PR professionals are no longer held solely responsible for review scores. Instead, the focus is on creating the best possible conditions for reviewers to do their job, including providing adequate time and documentation. Ultimately, Petrullo emphasizes the importance of understanding the unique needs and preferences of individual journalists, as well as the value of building relationships with influencers and journalists. By taking a proactive, empathetic, and honest approach to PR, developers and publishers can better navigate the complex landscape of games journalism and achieve more effective coverage for their games.