The first thing that can get new PR guys/gals in trouble is spreading misleading information. There is nothing more frustrating to a consumer than to not understand what is being told to them or even worse- finding out the information was false. The solution to this is actually quite simple. Do your research; talk to the developers of the title to see what their goals in the market are.
Know the game and the audience.
Is this something geared towards social players or is it a solitary experience? Is it for the mobile market or are they planning to release it to other platforms? Is it free to play or is it still in it’s crowdfunding phase? These are the facts you should know before hitting the convention circuit. Any misinformation will cause the fans to lose trust in the product, which can hurt it in the long run. You want to be confident not only in your pitch, but in your own knowledge of the game and knowing it can hit an audience. This shows the game has a sense of confidence letting the consumer feel good about their purchase.
Don’t sell too hard.
Another thing that people hate is to feel as if they’re being forced to do something. You need to let your demographic learn about the game at their own pace. Now granted, there will be some who end up late for the release, but the importance of this step outweighs this, as that would happen regardless. Letting the crowd learn about your product at their leisure allows them to find aspects of the product that gravitate towards them. This will only help ensure that you’ll have a decent crowd that’s willing to purchase the title on day one. Overloading the consumer with information can confuse and discourage them.
When things get rough, don’t go dark.
Now the other steps may seem simple enough, but no matter what someone will find a issue with your title- it is the internet after all. When the proverbial poop hits the fan, don’t go and quit. Try to address it as quickly as you can but, and this is the important part, make sure it is easy to understand and completely true. The audience may not like what they hear regarding the title, but they will understand.
It’s kind of as if you can’t do a favor for a friend because you’ll get fired from your job, they may not like it, but they will get it. By letting things run unchecked you’re going to be dealing with a much more hostile group. So it’s best to take the path of least resistance, it’ll pay off in the long run. In the long run, you’ll gain trust for your PR firm from the publishers, developers, and more importantly the consumer.
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