relationships and curation. I think the future will have three types of people: the ones that will adapt, learn and make an intelligent and ethical use of AI, the ones that will try to use AI for quick return and fail, the ones that oppose it 100 per cent and risk becoming redundant.
Ravi Vijh: In the same way AI is shaping the landscapes of journalism and development, it will change the way comms professionals operate moving forward. However, as technology grows and offers us more functionality, the need for a deeper understanding of the market and building relationships will become more valuable. We may change the way we operate, but the core values of media relations will remain and will be needed more than ever.
Samantha Hardesty: Looking at what the future could hold, I do think some PR and comms folks were a bit nervous about AI at one point, but I don’t necessarily think that’s the case anymore. People can spot AI-written content a mile off and it’s also not going to replace the fact that tailored pitching is so important for PR, as is building relationships with journalists and publications. AI can’t replace that.
Mike Hendrixen: AI can help us do (boring) things faster and better, like analysing data and sending personalised messages. But at the end of the day, nothing beats talking to someone face-to-face or building a real relationship. Going to events, meeting people, and getting to
Q.
It’s been suggested that ‘information overload and standing out’ are the biggest PR issues right now. Would you agree and how are you attempting to overcome such challenges?
20 | MCV/DEVELOP February/March 2024
Danielle Woodyatt: Yes, we agree with that sentiment 100%, but with PR and Comms, we’re always dealing with those issues. While it’s not a new issue, it is compounded with more games on Steam, fewer journalists, and hundreds of content creators spending hours talking about games. Where we succeed is by having great relationships with the media, being as generous as possible, understanding their schedules and focus, and when to press or let off the acceleration pedal.
Chris Glover: Absolutely, and I’m a big believer in “there’s always a way” – you just have to understand what you’re facing and open your mind to all of your options. It helps when PR is involved during development where you can identify and shape ideas alongside the game, versus retro-fitting an idea when a game is complete.
Stefano Petrullo: As an industry we need to always remember we need the media more than the media need us. I have an extreme respect for journalists and influencers that work
know them personally will be even more crucial. It’s these personal connections that really matter, especially in a world where everything’s becoming more digital.
Alex Verrey: I’ve lost count of how many times I’ve been warned that PR is a dying art, but I don’t buy it, I simply think that the art of marketing a title is constantly evolving. As the business changes and matures, so does the way we market titles, there will always be a new technology to condemn as the harbinger of doom, but as an example, we have just signed a new client that moved away from their prior agency because the agency in question was caught using AI to write a press release. Professionals can always tell, and while it’s true that the technology will evolve quickly, the art of telling an enticing story and subtly adjusting the hook to suit the media outlet you’re pitching to, will (I believe) continue to favour the human touch. Our business will go where the tech takes us but the truly successful marketeers will never allow the tech to control them.
Chris Glover: The top priority is identifying your audience and finding a way to reach them, whether that’s through social media, instant messaging platforms or email. With X (Twitter), it’s not going anywhere until there is a viable alternative. Content creator and peer-to-peer platforms will become more important to the marketing mix, as will harnessing your direct audience relationships over Discord, owned or other platforms. The one constant is that communication lies at the centre of all of those.
really hard to get the numbers they need and I will always be a big supporter of that. There is an evolving space for media and content which is less review but more feature driven and wider in terms of topic.
Alex Verrey: The days of press release/code/ review are coming to an end, it’s all about the story, the journey, and the points of difference in how you approach the campaign. The great ideas usually shine through and are remembered, it’s about creativity and the discipline to approach every new title with fresh eyes.
Samantha Hardesty: With fewer people and less time to cover everything, we need to find better ways to push our news out there and get creative with how we tell stories. Press releases can’t be 600 words of fluff. Imagery needs to stand out and people need to give a shit about what you’re saying, and they are going to need to give a shit in the first sentence or two. Right now the biggest challenge is standing
apart from the rest. If you’re an indie publisher and you’re launching your title at the same time
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