has been made easier by one of Petrullo’s interventions, that is one measure of getting it right. “The second parameter of success for me is shooting


for the moon and to try to go beyond what other PRs do.” (Not sure how you quantify that one, but sure.) “You don’t need to go crazy, but if you can show a client different approaches, or if you have a PR person that tries different strategies, that is someone that you need to have on your team.” Third, says Petrullo, is managing the client’s – or your


boss’s if you’re in-house – expectations with metrics and full data transparency. It means that if a release goes out when Nintendo has a press conference and there’s no traction, it’s not your fault. “Create the best conditions for people to do their job and define success based on what is within their control. If something is a bad idea or didn’t work, be honest and open and back that up with data.”


“DON’T BE AFRAID TO MAKE MISTAKES” “In PR we need to recognise and normalise the fact that sometimes people make mistakes, and those mistakes are part of learning.” If people are afraid to make mistakes, it makes them less open and that impacts on honesty and transparency, says Petrullo. “I’m not saying you go to Twitter and say you fuck up something. What I’m saying is, sometimes it’s just an unfortunate situation, sometimes it may be something outside of your control.” Petrullo brings up the example of leaks, where he says


most of the time it’s PR that comes under the spotlight when an unauthorised video appears, understandably perhaps because PR control the faucet that feeds those that report the leaks. But, says Petrullo, “PR people are the most adverse to leaking information because they are precisely the people that know how important it is to control the flow of information.” Sending a press release early is not a leak. It’s not


premeditated. It is, says Petrullo, simply an error. “I don’t know anyone in this industry who hasn’t made mistakes, and the people that have made the most mistakes is just because they have been working in it for longer.”


“KEEP FOCUS – DON”T DO SOMETHING OUT OF HABIT” Petrullo recognises that events are important to the games industry, not just as a showcase for talent and games, but also for networking and for wellbeing. But, he says, there’s a danger that those in PR (and in all aspects of the gaming industry for that matter), find themselves going to an event just because they’ve been going every year, or because there’s an assumption that that’s what everyone is doing or should be doing. “Events should be a focus, a tool that helps you reach


your goals. If you are just doing what everyone else is doing, going where everyone else is going, what you’re doing just becomes a drop in the ocean. “At the same time, there is no point announcing


a release date two weeks before PAX and then complaining there is no uptake at PAX. This is all about what we call ‘the moments that matter’ in a campaign, where you align what you want to say in the moment where all media and influencers’ attention is there.” A tricky balance, for sure, but, says Petrullo, if you know what you want to achieve and being at an event helps you cross the line, that alignment becomes measurable.


“NEVER UNDERESTIMATE THE POWER OF FIRST PARTY” A client doesn’t work with an outside PR for its resource, but for its resourcefulness; expertise, knowledge and contacts. But, says Petrullo, that doesn’t mean that you should discount the resource that a client can bring to the table. “The support that someone like Microsoft, Sony


and Nintendo can provide is incredible. You need to be there for them. At the same time, if you go to a first party with your plan, you are going to get them to amplify your message in a much more efficient way. The power of a developer, a publisher and a first party, working together on a PR campaign can change the fate of a game. Use all the contacts you have and work with as many people as possible within first-party or with hardware manufacturers because it can make a massive difference.”


“CHOOSE THE RIGHT AGENCY FOR YOU” Finally, the big one. Presumably, Petrullo wants you to consider Renaissance first, else he wouldn’t have pitched the idea for this feature in the first place? “Renaissance might not be the right choice for you, or


the right choice at the present time. “When you look for an agency, ask yourself what


you need. Is it experts that drive the campaign and are strategic, or do you simply need more people because your in-house team is busy elsewhere. Maybe you need a freelancer for a very specific field or a genre. Speak to each agency, ask what they can bring and see if this is what you need. “Another thing,” he adds, “never ask what an agency


charges before they tell you what they can do. A budget is measurable, but only if you know what you are buying, whether it’s expertise, relations, strategic counselling, crisis management, or whatever else.” ... and what does Renaissance offer? Petrullo smiles. “All of the above.”


March 2023 MCV/DEVELOP | 23


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