作者：James Nouch

在TIGA手机和平板游戏大会上，Premier PR游戏总监Simon Byron用简单实用的句子概述手机游戏开发者处理PR的5个要点。

1、去哪里

Byron解释道，开发者应该抵制这种诱惑——在大量媒体上投放劣质的报道。毕竟你不希望自己发布的消息在Twitter上打上#标签。

相反地，你应该挑选你想覆盖的网站，如PocketGamer.co.uk。然后使用同类网站搜索功能找到其他适合发布消息的网站。

你应该寻找那些具有忠实受众的小网站，而不只是大网站。查看有多少人评论网站发布的文章，以此为指导。

PR marketing(from sayyeah.com)

2、是什么

确定你理想中的游戏是什么样子，或者想一想其他可能吸引到同类受众的游戏。

简单的Google搜索会告诉你那种游戏的覆盖范围在哪里，那些就是值得探索的地方。

“但你还可以更聪明一点。”如果你把游戏的图标保存在桌面上，你可以直接把图标拖进Google搜索栏。

这会产生你应该考虑联系的新结果。

3、说什么

“每一款游戏都存在值得报道的内容”，但开发者并不一定懂得挑拣出有价值的东西告诉媒体。

以下是不值得报道的东西：网站发布（人人都是）；发布Facebook页面；发布一款似乎非常激动人心的游戏（但事实相反）；正在举行Kickstarter活动。

以下是值得报道的东西：制作了一款新游戏；透露发行日期和售价；在今天或明天发布一款游戏；Kickstarter活动有名人参与。

同样地，“如果你是第一个做某物的人，或你正在做的某物能够被证明超越当前最好的东西”，你应该把这些透露给媒体。

4、联系记者

接着，Byron攻破了一此关于记者的流言。第一个是，记者都喜欢接电话。事实上极少数记者是如此。

记者通常也不太参加有趣的发布会，他们通常不会字字句句地阅读你的新闻稿。因为他们很忙，所以新闻稿的内容必须仔细排列，不要充斥太多信息。

Byron表示，工作室应该花时间联系各个记者，而不是抄送同一封邮件给许多人。

不要使人产生一种你是因为想要某物才联系记者的印象，而要让每个你联系的人都觉得自己是受特别邀请的；一旦你的报道结果出来了，你就要回访记者以表感谢（而不是发表迂腐的拼写更正声明）。

5、独立地位

Byron继续说道：“媒体确实喜欢独立开发者。”以《New Star Soccer》为例，他解释了这款游戏如何巧妙利用口头宣传和社会媒体获得爆发式的人气，那时它的原版已经发布了几个月。

开发者的独立地位也有帮助，因为它创造了英勇的独立个体战胜大公司的故事素材。

Byron呼吁开发者应该利用这种地位，与他们的玩家群体在论坛上保持密切联系，积极回应粉丝。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

5 top tips for mastering mobile games PR

by James Nouch

At the TIGA Mobile and Tablet Games Event today, Premier PR’s director of games Simon Byron has delivered a talk titled: ‘how people like you can avoid paying for people like me.’

His detailed five-point presentation explained in simple, practical terms how mobile game developers should handle PR.

1) Know where you want to be

Byron explained that developers should resist the temptation to throw out poor press releases to large numbers of press outlets – you don’t want your release to end up under the #prfail hashtag on Twitter, after all.

Instead, you should pick out a site where you want to be covered – PocketGamer.co.uk, for example. Then, use a utility like similarsites.com to find other websites that might be appropriate outlets for your news.

It’s worth focusing on outlets with highly engaged audiences, rather than just big sites, though. See how many people are commenting on each story a site published, and use this as a guide.

2) Know what you want to be

Identify a game that you aspire to be like, or that might appeal to a similar audience as your title.

A simple Google search will show you where that game has been covered, and these might be the outlets that might be worth approaching.

“But you can be smarter,” Byron said. If you save a game’s app icon to your desktop, you can drag it into the Google search bar.

This will throw up a new set of results that might you should consider contacting.

3) Plan your content

“Every game has stuff that is newsworthy,” explained Byron, but developers can’t always pick out these nuggets and communicate them to the press.

So here are some things that are not newsworthy: launching a website (everyone has one); launching a Facebook page; launching a game that’s like an exciting game, but with a twist; and running a Kickstarter campaign.

And here are some things that are newsworthy: making a new game; revealing a release date; revealing a price; launching a game out today or tomorrow; and doing a Kickstarter campaign with a well known figure.

Equally, “if you are the first to do something, or the thing you’re doing is demonstrably better than the current best thing,” you should reach out and communicate this to the press.

4) Get in touch

Next, Byron busted some myths about journalists. The first was that journalists like phone calls. They rarely do.

Journalists don’t usually go for funny press releases either, and they often won’t read every word of your press release. They’re busy, after all, so press releases must be carefully laid out and not be overloaded with information.

Byron said that studios should spend time making individual contact with journalists, rather than BCC-ing dozens of people.

Rather than giving the impression that you only get in touch with a journalist when you want something, make each person you contact feel special, and follow-up with them once you’ve got the coverage you’re after (with thanks, rather than pedantic spelling corrections).

5) Engage

“The press really like indie devs,” Byron continued. Using New Star Soccer as a case study, Byron explained how word of mouth and canny use of social media led to an explosion in popularity for New Star Soccer, months after its original release.

The developer’s independent status also helped matters, as it created a narrative in which a plucky individual triumphed over the big corporations.

Developers should use this status, Byron urged, engaging with their communities in forums and responding to their fans over social media. (source:pocketgamer)