{"id":2950,"date":"2022-11-28T19:32:07","date_gmt":"2022-11-28T22:32:07","guid":{"rendered":"https:\/\/gamejamplus.com\/?p=2950"},"modified":"2025-08-27T12:48:21","modified_gmt":"2025-08-27T15:48:21","slug":"pr-what-is-it","status":"publish","type":"post","link":"https:\/\/gamejamplus.com\/en\/pr-what-is-it\/","title":{"rendered":"PR &#8211; What is it?"},"content":{"rendered":"<p>So, <a href=\"https:\/\/gamejamplus.com\/en\/business-and-market-for-games\/\">last time<\/a> we talked about marketing in games in general and what is important to know in order to prepare yourself for getting into the market.<\/p>\n\n\n\n<p>This time, let\u2019s get a little bit more inside the topic of PR (Public Relations) and the specifics of what makes good video game advertising.<\/p>\n\n\n\n<p>But first of all, it\u2019s fundamental to know the difference between three different things that will serve as the base for the whole topic: advertising, marketing and PR.<\/p>\n\n\n\n<p>Mario R. Kroll, president and founder of \u00dcberStrategist, <a href=\"https:\/\/www.youtube.com\/watch?v=tybEUaP8UEM&amp;ab_channel=GameJamPlus\">gives us the following definition to those three concepts<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Advertising: \u201c<em>A young man tells his date how handsome, smart and successful he is.<\/em>\u201d<\/li>\n\n\n\n<li>Marketing: \u201c<em>A young man tells his date she\u2019s intelligent, looks lovely, and is a great conversationalist.<\/em>\u201d<\/li>\n\n\n\n<li>Public Relations: \u201c<em>Someone else tells the young woman how handsome, smart and successful her date is.<\/em>\u201d<\/li>\n<\/ul>\n\n\n\n<p>These comparisons draw the most basic notion to help you understand each concept in a colloquial way. But it\u2019s the PR part that interests us today. In Mario Kroll\u2019s own words:<\/p>\n\n\n\n<p>\u201c<em>Public Relations is all about helping you develop a cohesive communication strategy so you\u2019re not just throwing things out there [\u2026], but having a plan that goes behind it to tell a story.<\/em>\u201d<\/p>\n\n\n\n<p>In essence, he\u2019s saying that PR is about creating a narrative that will engage people and either establish or enhance the perception of your organization, product or service.<\/p>\n\n\n\n<p>It\u2019s more about the <strong>relationship<\/strong> between you and the press or influencers (or anyone who can bring attention to your game, really) so they can tell other people good things about your product rather than working on the image of the product itself.<\/p>\n\n\n\n<p>Of course, when I mention \u201cproduct\u201d, it can also mean brand, company or service, if we\u2019re talking about business notions in general. But let\u2019s stick to video games for the sake of cohesion here.<\/p>\n\n\n\n<p>Another thing that helps to further understand the concept is to define what PR is NOT:<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\">\n<li>It\u2019s NOT User Acquisition or Sales: lot\u2019s of clients approach Mario asking about the number of units or sales he\u2019s going to drive for them, but that is not the purpose of PR.<\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It\u2019s NOT Advertising or Marketing: those are two things that you absolutely should be doing, but just doing PR by itself does not get the job done.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It\u2019s NOT Community Management: it does tie together to your community, because you\u2019re building a fan following about your game, which should be done in about six or twelve months before the game comes out, but it is a separate thing.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It\u2019s NOT a Protection for Acting Poorly: some people think that PR is a type of \u201cshield\u201d, some kind of license for being untruthful or unethical or just acting badly in general, but <em>good<\/em> PR is not about that at all.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It\u2019s NOT Magic: some people also think it\u2019s magical the way that PR gets things spinning and working, when in reality it\u2019s just having creativity and a plan and also lot of persistence and consistency.<\/li>\n<\/ul>\n\n\n\n<p>And now, of course, let\u2019s contrast it with the things that PR actually is:<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\">\n<li>It IS Speaking to your Audience Through the Press and Influencers: in other words, it is about the press liking your product and talking positively about it instead of you having that conversation directly.<\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It IS Telling a Story in a Way that Stands Out: it\u2019s very important to always be aware about what\u2019s noteworthy, what\u2019s new so you can highlight what\u2019s unique about your product when presenting them to editors who have seen hundreds of pitches.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It IS Communicating your Message: Again, it\u2019s about communicating your specific message so others take note and so you stand out from the many games that are out there.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It IS Building or Enhancing Brand Awareness Through Earned Media: earned media is basically anything that you don\u2019t pay for, so it\u2019s neither advertising nor marketing \u2013 it is things that you do that organically build a reputation for your brand.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It IS Increasing Your Potential Audience: PR also does help with that. For example, if you\u2019re in a small geographical area, your network may be limited in who you know, but by getting out there and talking to your global talking editors worldwide can dramatically multiply the total number of customers that could be aware of your product.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It IS Attracting Suitable Partners, Talent, Publishers, Investors, etc.: it can be a great tool in attracting potential partners, or if you\u2019re hiring a talent, maybe finding a publisher, investors and so forth.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It IS Reputation and Crisis Management: the best thing to do is, of course, never get yourself in trouble, but there are situations where negative things happen and PR can help with that. Again, it\u2019s not an excuse for acting dishonestly or being untruthful, but it can help to minimize the negative impact when something goes wrong.<\/li>\n<\/ul>\n\n\n\n<p>So there you have it. Hopefully, this short introduction to Public Relations can help you better understand what it means to have a healthy relationship with your community and make it grow even bigger. It\u2019s important to notice that PR is a concept that goes unnoticed as a minor or irrelevant thing by a lot of people, but it is in fact, like we just learned, one of the main pillars in making a successful name for your game.<\/p>","protected":false},"excerpt":{"rendered":"<p>So, last time we talked about marketing in games in general and what is important to know in order to prepare yourself for getting into the market. This time, let\u2019s get a little bit more inside the topic of PR (Public Relations) and the specifics of what makes good video game advertising. But first of [&hellip;]<\/p>","protected":false},"author":5,"featured_media":4781,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26,18],"tags":[38,22],"class_list":["post-2950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-english","category-game-dev","tag-business","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PR - What is it? - GameJamPlus<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gamejamplus.com\/en\/pr-what-is-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PR - What is it? - GameJamPlus\" \/>\n<meta property=\"og:description\" content=\"So, last time we talked about marketing in games in general and what is important to know in order to prepare yourself for getting into the market. 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