How to Secure Breakthrough Media Coverage for Your Product or Service

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Getting PR for products and services has become a huge challenge. Communication channels have multiplied, publishers are struggling to stay alive and cutbacks have decimated journalists’ staff. Strategy is not enough. Execution is not enough. It takes the marriage of strategy and execution to get the job done.

84 placements in 24 hours: a case study

Just before Christmas 2021, Rina Sirinoglu, CEO of Turkish mobile casual game company Spyke Games, reached out to Outfront Solutions founder Nicole DeMeo to “get the group back together”. DeMeo had helped propel Zynga and Peak games to unicorn status.

Mobile gaming is on fire. With $136 billion in gross bookings today, according to IDG Consulting, it is expected to grow 248% over the next 10 years, according to Newzoo. Microsoft Just Bought Activision Blizzard for $68.7 Billion Cash, Take-Two Buys Zynga for $12.7 Billion, and Venture Capital Investments in Gaming Companies Are Soaring Globally worth hundreds of millions of dollars.

Spyke Games just closed a record high of $55 million pre-launch revenue and pre-game launch.

The Turkish equivalent of the SEC had to publish the transaction in the first week of January 2022. We had to be there at the same time, otherwise we would lose control of the news. If you don’t tell your story, someone else will.

Related: How PR Can Attract Investors and Add Value to Your Startup

Formulate your strategy, then execute it

We had a lot to work on. Sirinoglu is a female CEO. Spyke is based in Turkey, an emerging epicenter for game development. The funding round came from Griffin Gaming Partners, the world’s leading investors in gaming. And the team has an impressive track record.

But another game company was releasing a Series A five times higher. And Turkey is not a priority here in the United States. We needed a game-changing – and fast – strategy.

We weren’t looking for tiny mentions in the risk logs. We needed feature articles in the global gaming and tech media. We wanted visuals, quotes and background on the founders to maximize media “real estate”. We created an infographic using game graphics and a photographed co-founding team with a caption including our key messages.

We’ve created a bespoke roster of journalists in major media outlets, highly sought after for advance coverage. Particular attention has been paid to syndication opportunities (one article usually earns you 5-10 additional times in related media). We established who had personal relationships with reporters and color-coded the list. We have customized our pitches with the best firepower for each journalist and their readership.

Our strategy included an embargoed press release. The media agree not to publish the news before a specific date, on the understanding that they will obtain interviews or unique data in advance. It is worth mentioning that some will accept the embargo and then break it. We rate these outlets, and they don’t get a second chance.

So everything was in doubt. Another game company was about to announce the much larger funding round, which threatened to overshadow our news.

Related: The Impact of Public Relations on Small Business

Pivot to hijack the news

We were ready to launch on January 18, a Tuesday. We avoid Mondays because the journalists are cleaning up the previous week. January 17 was also Martin Luther King’s birthday, a public holiday in the United States, an important market for Spyke Games.

We assumed the other company would launch on Tuesday for the above reasons. So we pivoted and timed our launch for Monday, January 17.

Of course, there might be fewer journalists, but there would also be fewer press releases. Fewer calls, emails and all the other noise that gets in the way of coverage. If we could generate significant coverage on Monday, an added benefit would be that Spyke Games would be included in the other company’s news.

We were at our offices at 6 a.m., sending releases to media outlets that had not agreed to the embargo, answering questions, providing background information, providing visuals, and helping reporters schedule interviews and verify facts.

At 7:00 a.m. Pacific time, the statement was released and media outlets that had agreed to the embargo published.

A total of 84 placements were recorded within 24 hours, with 100% positive, naming Spyke Games and Griffin Gaming Partners and North America having the highest article mentions.

Related: Should You Start with PR or Marketing?

Related News Brings Even More Placements

We celebrated Monday and held our breath for Tuesday. We were not disappointed.

On Tuesday, January 18, the other game company announced its funding. TechCrunch wrote an article about it and included our news with a link to the article. Half a dozen other placements followed.

And with this news, Spyke Games has been equated with gaming industry unicorns Peak Games and Zynga – one of our main goals.

We learned an important lesson about bringing new products to market. Successful media relations require the marriage of strategy and execution. And whatever you expect to achieve, aim for the moon. This way, if you don’t reach your goal, you still shoot it into the stratosphere.

About Louis Miller

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