Agnieszka Szóstak - The Good, The Bad, and the PR.

1. THE GOOD, THE BAD
AND THE PR
AGNIESZKA SZÓSTAK

2. WHAT IS PR ?
1.What my friends think I do?

4. WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?

6. WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?
3.What I think I do?

7. Stand alone
among the
mighty forces !

8. WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?
3.What I think I do?
4.What community thinks I do?

10. WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?
3.What I think I do?
4.What community thinks I do?
5.What journalists think I do?

12. WHAT IS PR ?
1.What my friends think I do?
2.What my parents think I do?
3.What I think I do?
4.What community thinks I do?
5.What journalists think I do?
6.What I really do?

14. PICKING UP A BIG PR AGENCY
• A big media outrich
• Excellent reporting data
• A dedicated person to
lead your campaign
PROS CONS
• Costs
• The lack of personal
approach to the project
• Assigning interns to lead
less profitable projects

15. And…

16. Q: What would you consider the most
annoying thing when getting in touch with
PRs representing company?

17. • NOT ANSWERING OR A REPLY LAG – 64%
• A ‘NO COMMENTS!’ REPLY – 15%
• NOT ENOUGH (P)REVIEW COPIES – 13%
• FOLLOWING UP TOO FREQUENTLY – 4%

18. PICKING UP A SMALL PR AGENCY
• Costs
• Personal approach to
each project
• Big flexibility
PROS CONS
• One person responsible
for lots of projects
• Very little reporting data
• Limited possibilities of
negotiating rates and
placement

19. REPRESENTING YOURSELF
• No additional cost
• Full dedication to the
project
• Full control
PROS

20. And…

21. Q: When doing an interview, visitting company
booth at trade shows or looking for support
when you are doing your story, do you prefer
to talk to devs, management or PR/Marketing
reps?

22. • DEVS – 48%
• MANAGEMENT – 1%
• PR/MARKETING REPS – 6%
• DEPENDS ON A STORY – 45%

23. REPRESENTING YOURSELF
• No additional cost
• Full dedication to the
project
• Full control
PROS CONS
• Lack of time
• Lack of media contacts
• Lack of PR knowledge

24. And…

25. Q: When e-mailing/calling PR reps with a
question how quick do you think they should
respond?

26. • WITHIN 2-3 HOURS – 21%
• WITHIN 24 HOURS – 66%
• WITHIN 2-3 DAYS – 11%
• WITHIN A WEEK – 1%

27. PR CAMPAIGN MILESTONES
1.Game announcement
2.Preview code send out
3.Review code send out
4.Release

28. And…

29. Q: What do you think about embargos?

30. • I DON’T HAVE A PROBLEM WITH ‘EM – 68%
• I HATE THEM! – 2%
• I GOT USED TO THEM – 30%

31. PR ASSETS
1.Videos
2.Screenshots
3.Cover Arts
4.Cover Renders
5.Concept Arts
6.Character Arts
7.Character Renders
8.Fact Sheets

32. And…

33. Q: What kind of assets are most useful for
you?

34. • VIDEOS – 21%
• SCREENSHOTS – 21%
• COVER ARTS – 10%
• COVER RENDERS – 6%
• CONCEPT ARTS – 10%
• CHARACTER ARTS – 6%
• CHARACTER RENDERS – 6%
• FACT SHEETS – 16%

35. Q: How many different assets in one batch
would you consider sufficient to do a story?

36. • 1-3 – 30%
• 3-5 – 48%
• 5-10 – 19%
• 10-15 – 3%
• OVER 15 – 0%

37. Q: What's your usual deadline for delivering
assets when you are planning a story?

38. • 1 DAY AHEAD – 24%
• 2-3 DAYS AHEAD – 46%
• 3-5 DAYS AHEAD – 16%
• 1 WEEK AHEAD – 10%
• 2 WEEKS AHEAD – 2%
• MORE THAN 2 WEEKS – 1%

39. Q: What do you think about exclusives?

40. • EXCLUSIVE STUFF IS A MUST – 24%
• I DON’T CARE MUCH ABOUT THOSE – 7%
• IT’S NICE BUT I’LL LIVE WITHOUT IT – 68%

41. RULES OF PITCHING A STORY TO MEDIA
1.Research
2.Start a relationship
3.Send a press release
4.Follow up

42. And…

43. Q: Do you consider press releases useful?

44. • YES – 94%
• NO – 6%

45. Q: How many press releases you get a day?

46. • 0-10 – 30%
• 10-30 – 48%
• 30-50 – 16%
• 50-100 – 3%
• OVER 100 – 3%

47. Q: In your opinion what time is reasonable
for a PR to do a follow up about a story he's
trying to pitch to you?

48. • AFTER 2-3 DAYS – 38%
• AFTER 3-5 DAYS – 41%
• NO EARLIER THAN AFTER A WEEK – 21%

49. Q: When you ask a PR a question he can't
really answer, what kind of reply is satisfying
for you?

50. • A ‘NO COMMENTS’ WILL DO – 4%
• ‘I CAN’T ANSWER THAT’ IS OK – 32%
• I LIKE TO KNOW WHY – 64%

51. THANK YOU!