Anita Wong, Head of PR at Indigo Pearl, has some key advice for you on how to make your PR partnership work best for everyone involved
ou’ve done your research, you heard the pitch, you’ve made your pick. The contract’s been freshly signed: your new PR agency is in. So far, so good. So now what? Those creative ideas you loved? That B2B interview you were eyeing? How do you actually make it happen? It’s easy to feel a bit lost once the paperwork’s done and the real work starts.
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The good news: working with your PR agency - whether you’re an indie dev or a seasoned publisher - shouldn’t feel like a second job. A bit of clarity, a good amount of prep, and yes, a degree of trust can go a long way in turning those big ideas into actual headlines (and let’s be real, not just another pitch lost on a deck somewhere). Here’s a few ways to head towards a smooth and productive PR partnership:
KNOW WHY YOU WANT AN AGENCY You wouldn’t be the first person if asked what your PR goals were, and you said, “er, PR.” Fair enough. But vague goals lead to vague results, which is no one’s cup of tea. Consider what success actually looks like for you. Is it media coverage? Brand awareness? A growing community? A glowing feature in The Guardian for your mum to frame? Whatever it is, be clear from the start. The more specific you are, the easier it is for your agency to aim for it - and reach it.
THE PARTICIPATION AWARD IS A REAL THING Let’s be clear: the participation award isn’t an insult. Putting yourself forward - even if it’s just once - is far better than staying silent and missing out on those key speaking opportunities. If it’s not you front and centre,
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then someone senior from your team should step up as a spokesperson - someone who can speak to your game, your inspirations, and where your studio’s headed. Your chances of decent coverage increase dramatically with every strategic speaking opportunity you’re willing to take on. Panels, keynotes, awards aren’t just good for B2B clout, they give your PR team more leverage to secure interviews and features around those events.
If the thought of public speaking or talking to the media makes you break out in a cold sweat, don’t worry - media training exists for a reason. Your agency should be able to tailor support that fits both you and the spotlight they’re about to put you in.
GET YOUR ASSETS ORGANISED There’s nothing worse than scrambling for screenshots five minutes before an embargo lifts. Save yourself - and your agency - the stress by preparing your assets well in advance and storing them somewhere secure. Even better, consider setting up a
branded press site tailored to your game or studio: not only can they streamline delivery, but it also reinforces your studio’s brand and makes it easier for media to find and use exactly what they need. The less barriers you put in front of media or creators to cover your game, the more likely they are to do it.
BE TRANSPARENT No one’s saying be a dick (in fact, working hard and being nice goes a very long way) - but it only helps everyone involved when you deploy open communication and transparency. Share what you can: regional data, user numbers, wishlist spikes, early engagement metrics. It all helps to shape smarter strategies.
Keep them in the loop on internal changes too. Whether it’s a shift in release date, scope, or leadership, letting your agency know early avoids any missteps and gives them time to adjust the plan before anything goes sideways. Don’t be afraid to speak up. If something’s not working: say so. Likewise, be open to your agency’s feedback - they’re experienced and they’re there to advise, not just to execute. The best PR partnerships come from open dialogue, not guesswork.
MOST IMPORTANTLY, CELEBRATE THE WINS
When the wins come in, take a moment to savour it. Whether it’s coverage landing, an interview going live, or your game picking up award buzz - it’s all worth acknowledging. Shared success strengthens the working relationship, boosts morale, and gives your agency useful feedback on what’s working - all of which helps keep the partnership effective and focused.
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