Insights from a PR Veteran: Navigating the Evolving Landscape of Games Journalism

The games journalism landscape has undergone significant transformations over the past decade, with factors such as sell-offs, layoffs, and the rise of AI-generated content contributing to this shift. In this environment, journalists are busier than ever, and their time is more precious than ever. As a PR agency celebrating its 10th anniversary, Renaissance PR's Stefano Petrullo offers his perspective on the best practices for PR professionals to navigate this complex landscape. Petrullo emphasizes the importance of establishing strong relationships with journalists and understanding their needs and pressures. He also discusses the role of review embargoes, crisis management, and the impact of negative reviews on game developers and publishers. Petrullo argues that blacklisting journalists is not an effective strategy and can ultimately harm both parties. Instead, he advocates for open and honest communication, empathy, and a deep understanding of the media landscape. When it comes to crisis management, Petrullo stresses the importance of being proactive, prepared, and transparent. He also highlights the value of building personal relationships with journalists and influencers, which can help to establish trust and facilitate more effective communication. In today's crowded and competitive games market, PR professionals must be creative and strategic in their approach to securing coverage for their clients' games. Petrullo suggests that focusing on the unique aspects of a game, building anticipation, and targeting the right journalists and influencers can help to increase the chances of securing coverage. Ultimately, Petrullo believes that the key to success in games PR is to be adaptable, persistent, and genuinely passionate about the games and the people involved in the industry.