What has given the company such staying power? Petrullo: We stay focused on what we do best, and chase projects where we know we can make the difference. We were remote since the beginning so Covid-19 did not affect us. We always try to be budget conscious and from day one we’ve never raised funding or taken on loans. Sustainability is part of our DNA. Another area I believe helped us a lot is our strict approach. We tell
our client what they buy rather than using a lot of PR jargon or “selling the dream”. We are not a company that says yes to clients for the sake of it. We help guide their choices and sometimes this means we have to say no. We’ve never been the loudest agency in the room — but our work speaks volumes.We want our clients to feel seen, understood, and respected — and we extend that same care to media and creators too.
You’ve obviously worked with journalists for a long time. Do you still favour those traditional media relationships the most, or are you doing more with new media like podcasters, content creators and influencers these days? Petrullo: Everyone has a role. In the 90s, it was print, broadcast and radio. Then print and online. Now it is also substack, podcasters and influencers. I always say that message is the king. Once you know what to say then you can shape it to different channels. This is what they are, and they’re channels that have different formats.
Media is still the best platform to get out your long form message, and content creators are the ones that then amplify those messages and actually show both the games and provide mainstream validation to bigger audiences. We sometimes see games that are great for video but have no story for media, but this does not mean you do not tell the story: you balance your effort, and you shake the system a bit. We also see people that do all: media that do podcasts and lets play videos. For me, the future of staying relevant is to keep focusing on our interaction with people, and not brands.
Where do you see growth opportunities in PR today? Petrullo: We invest in people, and have taken a more holistic approach to communication, working with new platforms like TikTok, as well as making sure there is a deep understanding on what we are communicating. Whether that’s short form video, long form content, or the right showcase — I could write a book about showcases, if only I had the time — I want to demonstrate the value we bring as strategists. It is not about the press releases we write, it is the crafting of the messages and the relationships we develop.
What are the big problems you’re facing in PR right now? How are you taking them on? Petrullo: I believe for clients this is the best time as there are so many great agencies out there. You need to choose the right type of agency: do you want manpower, do you want strategic help? Almost every agency can offer a slightly different service so while you still need to be heavily KPI driven, there are enough great people and agencies to talk to. The BIG problem is that sometimes people that need PR do not know what PR is. In this case you have 2 scenarios… people that listen to the
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expertise and people that do not. The latter is the real issue. We sell our expertise and if it is not listened to, then we have an even BIGGER problem when it comes to expectation management. Wishlists are important, but it is also important that to achieve this
you have a great Steam page, excellent relationships with first parties, and trust in your partners. Sometimes the big problem for PR is fighting to explain what PR does, what it entails and why an article is important to position a stream later down the line. Similarly, we have to be very clear what our role is in a wider campaign.
I last interviewed you after Renaissance was acquired by 1SP Agency, and you said that you didn’t intend to do a big structural overhaul — although you would like to grow the company again at some point. Is that still the case? Petrullo: We do now have those four people in North America. We retained our boutique approach and we see a lot of interest in North American clients; the cultural difference between the team location and different heritage and experiences increase the diversity in our creative approach. 1SP has empowered us, helped us and integrated us into a wider family. I was a single child and now we have a lot of cousins and siblings. It helps a lot, especially when you are allowed to retain your identity.
What would you need to see happen before you did expand? Petrullo: I believe sustainable growth is a paramount. We take baby steps, and we pick clients that we know we can make a difference for. I am so privileged we have been able to work with incredible people and a wide variety of games. In a way, we are already expanding.
Where would you like to see yourself and Renaissance PR 10 years from now? Petrullo: I personally want to do more to train new people in the comms world, and will prepare to adapt to market changes caused by things like AI. I believe we are on the verge of a massive change in the world. As for Renaissance, I hope and want to be still here, working for
a variety of games and retaining the position we have in the EU. Hopefully we’ll have further expanded in other markets like North America and [REDACTED] and [REDACTED]. I have an incredible team, and great clients, so in 10 years I would like to be slightly bigger — but not too much!
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