What PR / Marketing Executives do:
It’s the priority for PR/Marketing Executivesto maintain and promote positive coverage of a game studio or publisher in publications, online, and through influencers in order to grow the company’s reputation.
Similar to Games Marketers, they also focus on selling the published game through adverts and marketing campaigns.
They’re in charge with communicating to your favourite game news publications and magazines through press releases and getting the news out through exciting video and image content of a published game.
They also do this by working with gaming communities and influencers to platform their games on their servers, streaming channels, and social media platforms to maximise the amount of people they can reach.
What PR / Marketing executives are good at:
Working in a team and showing great people and communication skills.
Working effectively in fast-paced team environments.
Meeting deadlines as they may be promoting multiple games at once, depending on how big the game studio or publisher is.
Creating exciting and appropriate content on software like Giphy, Canva, Photoshop, and Adobe Premiere.
Being creative and analytical in approach to promoting media content to the right target audience.
Networking with media organisations, news contacts, gamers, and influencers.
Using social media platforms, email marketing, and scheduling software like Mailchimp, Google Ads, Trello, and Later to reach the right target audience.
Analysing data to respond to campaigns, knowing what to change or push even more.
How to become a PR / Marketing executive:
You can study through A-levels or Highers or Level 3 vocational qualifications in relevant subjects like English, Maths, or Business Studies.
Most PR/Marketing Executives do have a degree in Marketing, PR, Journalism, Communications, or similar subjects as the experience may be preferred. However, you can start your career through work experience or an apprenticeship in a junior role.
Whatever you choose, it’s essential to network by attending game launch events, conventions, and conferences to get a first-hand experience through speaking with industry experts. Research different brands and game studios to learn about how promote and market their games.
“It may sound obvious but it’s important to be aware of what is happening in the news and trending online. We're in an industry which is constantly evolving. In order to develop strategies for our clients that bridge the gap between digital marketing and traditional PR, it’s important to consume all media from newspapers to blogs, magazines to social channels. Some don't see a divide between digital and traditional PR, so the campaigns we create need to exist across all platforms.”
Sarah Schofield, Business Director, Tangerine Communications (for prospects.ac.uk)
How much you could earn:
A starting salary can range from £20,000 in the UK.
More experienced managers could command salaries of around £45,000, and senior executives can earn in the region of £80,000 to £100,000. (Source: Glassdoor)