It’s been three-and-a-half months since my last post here… mostly because work and life have been so damn busy! All sorts of client stuff happening… off to Germany in about two weeks to show off The Witcher 2 at GamesCom. Empire Avenue just launched to the public after a few months of hard labor. New project underway with Paradox. Just hired Chris Faylor, former Shacknews writer type. GOG.com continues to pump out one classic game after another.

That sounds like I’m making excuses for not updating more. And I am! However, we’re going to start reworking the blog and the Evolve PR web presence in the coming weeks, so things will heat up real soon. Watch for it!

It’s been over a month since my last update, and this one’s not exactly going to be filled with insight, commentary or anything resembling something that is not a job posting. (If you write like I just wrote, you’re officially out of the running). I’m overworked — I’m not getting nearly enough time to play games, walk my dogs and otherwise enjoy the non-working parts of life — and so I’m looking for a flunky awesome person to help me out.

Essentially I’m looking for someone interested in tackling all aspects of the job I do; I don’t really want to hog all the glory, and I know that interns tend to get stuck with the crappiest possible jobs. Yes, you’ll still be responsible for compiling reports for clients, but beyond that you’ll also have a chance to do all sorts of other stuff that’s a lot more fun.

Duties include, but are not limited to:

• Compile monthly coverage/buzz/community reports.
• Conduct media relations – harass journalists endlessly for coverage,  write press releases, put together story pitches, follow up
• Do random marketing stuff, offering feedback on selling points, marketing copy and whatever else we have to help with
• Assist in planning PR, marketing/creative and community campaigns
• Interact with people — media, fans, whoever — on Twitter, Facebook, etc.
• Help with business development, securing new clients, partnerships, etc.
• Come up with cool new ways to promote clients and their products
• Contribute to this blog more often than I do

Doesn’t sound so bad, right? So here’s the type of person I’m looking for:

• Awesome
• Friendly
• Can put up with my stupid jokes
• Strong communication skills – both writey and speaky
• Not against working from home, wherever that may be
• Prefer someone in NYC, SF, LA or Edmonton… not necessary, though
• Knowledge of games industry necessary, tech and web knowledge nice

This is a paid part-time position, between 10 and 20 hours per week (variable), with the potential for full-time work at some undetermined point in the future. If you’re interested, please send your resume, cover letter — anything you think will make me like you — to tom@evolve-pr.com.

You’ll have to pardon me if I go off on a few tangents here. This whole thing was sparked by some lovely chats I had with some other PR folk last night.

Here I sit, perched high above the streets of San Francisco in a swank Japanese theme hotel that I couldn’t possibly afford were it not for the miracle of Hotwire.com. In an hour or so I’ll set off to wax professional and hand out business cards to people who’d probably rather go start a tongue-wrestling war with the colorful street folk in the area than listen to yet another pitch from yet another PR guy.

But I like to think I’m different–nay, better–than those other, surely sleazy (at least in my head) PR folks. They’re out there hawking their services with a big fancy suit and a big fancy package of big fancy sales collateral. I forgot my suit, probably wouldn’t wear it anyway, and printed up some last-minute business cards with an overnight business-card printing place. I’m not like them, right? That should count for something, right?

Deep inside, of course, the inevitable truth weighs on my mind: the people I’m trying to get business from likely expect that sort of uber-professional who’s recited his sales pitch a million times. Sure, they’ll say, “oh, I’m so tired of that same old crap” (maybe they wouldn’t use those exact words, but you get the idea)… but at the end of the day, big agencies still win out over the little guy.  The global presence of offices in San Francisco, New York, Los Angeles, Copenhagen and Sao Paolo will surely win a contract over that freelance rep in rural Wisconsin — not to say that ability, character or any of those other important factors necessarily play into those decisions. This doesn’t just apply to the business-development side, though, where I have to muster up all the charm of a used-car salesman to provide a life for myself and my family, but also with media.

I’ve read all sorts of articles complaining about PR, suggesting how we should be better doing our jobs, how we’re pretty much all buffoons who can’t be bothered to actually do some research. I understand there are some awful PR people out there. They hop on Vocus, generate some massive list of journalists they couldn’t possibly know much about–much less research and have time to follow up with–and blast out their press releases like a farmer unloading the buckshot at a flock of helpless ducks. They’ll send a dozen emails on the same subject, leave 20 voicemails, send five faxes, hire a Renaissance Faire court jester to deliver a song-and-dance pitch directly to the writer’s door… and they won’t take no for an answer. I understand these people exist, and I understand they’ve fucked it up for the rest of us.

But now I go into pleading mode (and this isn’t the first or last time I’ll have to do this): please give those of us who do our research and try to do our jobs ethically and effectively a bit of credit. I understand that I need to build a relationship before you’ll read everything I send you; that’s fine. But hey, if I’ve sent you three emails (absolutely my limit) and you can’t be bothered to hit the reply button and say, “no thanks,” what sort of message does that send to me? When I see you write a story that is completely relevant to what I’m pitching you, or worse, I see a story that is completely irrelevant to anyone–but is solely news because it involves some mega corporation or someone you went to lunch with last week–then what am I to gain from doing things “the right way”? It seems like it would be so much more effective for us–the PR people who want to do a good job–to start spamming you, harassing you endlessly and to not stop until we’ve secured the coverage.

I suppose this is, again, a moment of pleading. Journalists, PR execs… or really, anyone who ever has to hire any sort of external help or work with PR reps… hell, I suppose this could apply to anyone at all: if you’re going to say that you want things to change, or that you wish everyone wasn’t doing the same crappy, half-assed job in trying to reach out to you, then the least you can do is try to reward the people who do things differently. If you don’t want to hear from us, say so. If you’re not interested in whatever we’re pitching, tell us. That’s totally fine. But if we spend all this time and effort trying to cater to your needs, giving you exactly what you want, and then we’re simply ignored… we have to wonder if any of it is really worth it.

Keeping with the tradition of highly frequent blog updates, here’s another highly frequent blog update! I’m heading to San Francisco tomorrow for the illustrious Game Developers Conference, a show that brings together loads of game-industry folks and those who would someday very much like to be game-industry folks for a few days of panels, lectures, workshops, drinking and drinking. It’s going to be great to catch up with some of the journalistic types I haven’t seen in a long time.

This year’s a bit different than in the past: I’m not actually being paid to go there! Instead, I’m heading down solely to fulfill my own selfish desires: yell at people in the halls to tell them how awesome Empire Avenue is; throw some free-game codes for GOG.com around like they’re going out of style (which they’re not); go hang out at the Paradox suite to mooch whatever freebies I can; and to try and drum up some more business for Evolve PR. That last one’s kind of an interesting one.

I have to admit that I’ve been ridiculously (perhaps even ridonkulously) busy lately. The prospect of bringing on even more business kind of makes me cry. But I do have a big, evil, master plan: I’m also going to spend my time trying to find someone to help out. That’s right — Evolve is expanding. I’ve got a few folks in mind, but really, if you happen to read this, are a highly experienced PR/marketing rep in the games industry, and will be in San Francisco this week, shoot me an email or tackle me on the street. Alternatively, if you’re a PR Director, VP of Marketing or whatever else, be sure to wear your best shoulder pads, because there’s a good chance I’ll knock you over and throw a business card in your face. It may not be the most effective bizdev tactic, but I’m not about to actually… you know… set up meetings, print out all sorts of fancy brochures, perfect a sales pitch and try to woo you with my eloquence. That shit’s so 1996.

I hope to actually do some blog updates from SF, as I should have plenty of time on my hands…. again, my highly effective business-development practices don’t take a lot of time… but if I don’t, try not to miss me too much.

Watch out, trolls. It's hammer time.

The apocalypse is surely approaching, as I ready my hands for another gripping blog post — the first time this has happened all year, and my fingers are struggling a bit with this new task, like a pubescent boy fumbling with a bra strap. So bear with me if I ramble a bit; like that boy, it might take some time for me to get to the goods. It doesn’t help that it’s barely past 6:30am and my coffee cup isn’t refilling itself without the intervention of my fumbling fingers… which are writing this blog post. Duh.

Okay, so yesterday a pillar of the tech blogosphere/websiteosphere (I don’t even know what to call websites these days anymore, since most of them are blog-like), Engadget, shut down comments on its stories. As explained to VentureBeat by Editor-in-Chief, Joshua Topolsky, the decision was made because of a recent shift in the tone of comments, spurred largely by an influx of new visitors who found their way to the site because of the iPad unveiling. Now, apart from concluding that the iPad is an inherently evil device created to brainwash hipsters the world over, I’m forced to think about whether shutting these abusive commenters out entirely is really the right decision for Engadget. Continue reading Engadget drops the hammer on superidiots

Ah, what a great vacation that was. So relaxing. I can still hear the sounds of the waves crashing on the white, sandy beach, tropical birds singing their alluring songs in the lush forest behind me. I really meant to update the blog from my cabana, but the resort was having problems with their wireless intern– ah, who am I kidding? The muses just weren’t watching my back. I try to keep updates here interesting, and have to wait for inspiration instead of just picking a random topic out of a hat.

So I was listening to the always-entertaining Mobcast last week, and the guys got to talking about “staying on message” and I went through a series of emotions — first, excitement about the onslaught of inspiration. Then I grew very, very angry, remembering meetings about messaging and training game developers how to stay on message for hours and hours before trade shows and media tours. Then I laughed because my dog was trying to hump my other dog. Then I grew sleepy. And so the weekend passed, and I’m finally getting around to writing this post.

Continue reading Stay on message. OR I’LL BEAT YOU GOOD.

It’s time for another entertaining installment of PR Shorts, our highly informative — if somewhat basic and embarrassingly infrequent — look at a particular aspect of this job we do. Today I’ll discuss the daunting task of pitching a journalist.

The last PR Short touched on the press release, a vital weapon in the PR rep’s arsenal. The press release, however, is ultimately a rather passive way to secure media coverage; yeah, you have to do some legwork with follow-ups, but you’re really just carpet-bombing media with a subject you hope they’ll find interesting. You’ll largely end up sitting at your desk, drinking coffee, updating your Corey Feldman fansite and waiting for responses and inquiries. The pitch, on the other hand, requires a different approach.

Continue reading PR Shorts: The pitch

I’m hoping to extend my streak of success with awesome PC-game developers — having thoroughly loved working with CD Projekt RED (The Witcher) and Stardock (Sins of a Solar Empire, Galactic Civilizations II) — as I announce the addition of Paradox Interactive to the Evolve family of clients. Join me in welcoming these wonderful Swedes to our intentionally small roster!

This project will once again allow me to flex my community-outreach muscle (eww, gross), as it’s no standard “here, promote this full-priced boxed game” deal — I’m working on two community-driven projects aimed squarely at the company’s devoted fanbase of strategy gamers. For the Glory and Arsenal of Democracy are uber-mods for Europa Universalis II (yes, II, not III) and Hearts of Iron II, respectively, that Paradox is going to publish through their GamersGate service. I love to see devs and publishers supporting their communities like this, and I hope that I can help the games succeed.

It’s also a fun opportunity to work alongside some other PR folk at TriplePoint, as well as Simon Callaghan, with whom I worked on Neverwinter Nights way back in the day. Anyway, keep an eye on this site and on games sites everywhere for more info! And, of course, if you’re a journalist interested in talking to the devs or getting more info, just let me know.

For years, big-name PR agencies — and sadly, most game publishers, movie studios, record labels, plywood manufacturers, etc. — have focused most or all of their publicity and marketing efforts on scoring the big kahuna: coverage, big or small, in top-tier media. A small column on the fifth page of USA Today‘s Money section was — and still is, to some extent — a glorious achievement, to be pursued at any expense.

Quick digression: the Internet’s been around for a while. I remember having a Geocities site back in 1997 or something. Since the birth of the hideous Dancing Baby there have been countless sites run by enthusiasts — for free, simply maintained out of love for the subject matter. You could say these guys were the low-fi ancestors of today’s blogging elite. There were chat rooms, message boards (BBS anyone?), and generally a ton of places where consumers gathered to learn about products, talk about them and share their love for them.

Is that really any different than the current situation?

Continue reading The changing face of PR

I’m going to try to put together a series of brief posts about PR practices, and thanks to my current diet of cold medication and coffee the best name I could come up with is PR Shorts. I know that sounds like a pair of cut-off jeans that will never give you a straight answer, but maybe you guys can suggest something better… or I’ll wait until the medicine wears off.

Today’s PR Short is about press releases. There’s definitely an accepted standard for the format of a release, so let’s talk about that quickly. In most cases your press release should look something like this:

Title
Subtitle

Intro paragraph

Detail paragraph(s)

Quote(s)

Boilerplate

The Title should grab the journalist’s attention. Usually you’ll want this to quickly explain the main point of the release, but in some cases you may want to just put a potential story headline in there. Let’s say you’re pushing a new emergency-diaper technology that cleans the baby’s butt if it drops a deuce (again with the underpants theme… curse you, medicine). Your title could be, “Hankypants Introduces New Diaper Technology to Avoid Poopy Accidents” (the straight-forward one) or, “Never Clean Baby Poo Again” (the less direct option). I probably could have avoided a poop joke there.

The Subtitle is optional, but I’d recommend making use of it. It allows you to briefly offer more info about the announcement. If you were to use the Never Clean Baby Poo Again header, for example, your subtitle could be something like, “Hankypants Introduces New Diaper Technology that Cleans Infants’ Bottoms.” A lot of journalists will really only read your title and subtitle; if they’re not interested at that point, they’ll likely just move on, so you may as well give them as much info as possible in those lines.

The Intro Paragraph gets to the point. It will usually begin with “Edmonton, AB, Canada – September 9, 2009.” — the location and the date of your announcement. Then you’ll want to explain what the announcement is about — “Hankypants, the leading creator of leading-edge diaper technology, is excited to announce its latest model, the PooFree 3000.” You can provide a bit more info, including availability, pricing, etc.

The Detail Paragraph(s) will just include some more info. In some cases you may not even want to provide more info — your intro may have already provided enough detail, but I’d recommend using this space if you can. It allows you to talk more about the product itself, your company, unique features of the product, etc. Don’t get overly verbose with this or any other paragraph, though — the more you write, the more time the journalist has to just stop reading.

The Quote is also optional, but it allows you to show off your executive team to the world and to push your corporate messaging a bit. Particularly if you’re announcing a partnership of some sort, quotes might allow you to include an external perspective on your company. Having someone else (preferrably someone reputable) in your release saying, “We’ve evaluated the PooFree 3000, and the product is, without a doubt, the pinnacle of diaper technology” will add some legitimacy to your announcement, and makes it a bit less about patting yourself on the back.

Your Boilerplate is just a description of your company. Talk about past products, your strengths, corporate ideals, etc. And be sure to include a URL for more info.

Pretty simple, right? If you have any questions about writing effective press releases, feel free to comment or email me!