In our quest to interview the ever-expanding array of job functions within the versatile games industry, I had a chance to interview the omni-awesome (totally a word) David Martinez, a public relations 'account executive' at TriplePoint PR. This new column focuses on filling in the gaps between industry professions, so all of you who want nothing more than to delve into the bowels of gaming - short of MLG's bathroom stalls - this is the place to start! Last time, we made it a point to hone in on the often overlooked members in gaming - like audio directors; my interview with David continues the trend of examining the commonly forgotten contributors. PR reps are normally the people that set up the interviews with developers, although it is not uncommon to find them "working the floor" at conventions and expos.
I've been working with David for a little over a year now, and finally had a chance to meet him at PAX Prime (linked above). I'll let him do the talking in a second - but being on the receiving end of bountiful PR-ness, David is as good as they get. As he remarks below, a public relations rep has to be outgoing, open-minded, and generally knowledgeable about their selling points. Whether or not you want to work in the industry, the man is worth listening to! Continue on for the interview.
Gamers Nexus: Hi David! Let's start simple. Why gaming PR? What made the profession appealing to you?
David Martinez: Why not gaming PR?! I love meeting people, I love to talk, and I’ve had a problem doing too much of both since I was a child. Couple that with a passion for video games as well as all things digital and you have the makings of a very enthusiastic gaming PR rep. Getting paid to talk about and play games seems like a dream sometimes, now where did I put that controller…
GN: Awesome! Do you meet lots of interesting people as a public relations representative?
David: You meet everyone under the sun, there are a wide array of people in the industry from analysts to developers to the general consumer. Nerds are plentiful, I’m definitely one myself, so getting to mingle with my brethren is always entertaining to say the least.
GN: What kinds of doors does this open for the future?
David: It depends on where you are in the industry. If you work for an independent PR firm you may encounter in-house PR reps that you could network with to move in that direction. PR is an arm of marketing, after gaining some experience it’s possible to head that way as well. The one way you probably can’t go, or at least it would be really difficult to, would be to a media outlet. Sure you meet a lot of reporters but once you’ve become a PR rep, outlets may feel that your views are tainted and consequently would be reluctant to hire you on as an editor.
GN: What are some of the most fun / most brag-worthy aspects of PR?
David: It’s a great conversation starter, that’s for sure! When meeting random people outside the industry, you always raise a few brows when you tell them you work in the video game world. Playing unreleased games is, without a doubt, some of the best bragging fun you can have, too. I’m sure you have your fair share of “I played that before you did” moments too as a reporter eh?
GN: "I played that before you did" is how I introduce myself! What about the funniest moment in your career?
David: It’s not mine per se but fun nonetheless: at E3 I watched one of our clients get his head shaved by Jessica Chobot. Fred Wester, CEO of Paradox Interactive, made a sales bet with his team that if revenues for a title reached a certain amount, he’d shave his head. I seriously doubt he even needed that much motivation considering who his barber was but it was a good laugh, that’s for sure.
GN: What's your job like on a daily basis?
David: It really depends on where in the hierarchy you are but a typical day, if there is such a thing in the crazy world of PR, could involve writing and fine-tuning press releases, reaching out to journalists to secure coverage for your clients, and creating coverage reports that detail who picked up on your clients’ news. [...] For example, writing a press release isn’t just about sharing news you want the world to know on your client’s behalf but rather it’s a small part of an all-encompassing PR campaign that someone put together beforehand.
GN: What do you do to get ready for new campaigns every day?
David: For myself, today is a “typical” day as I’m preparing a media outreach list to secure coverage for Majesy 2: Battles of Ardania. Here at the office, we also had a brainstorming session for ideas to help propel awareness for a potential client. However, there have been times where I’ve had to go to a movie theater to play an unreleased game on a big screen and have also been flown out last-minute to attend a gaming convention. The days can totally vary and that’s the best part about this job, there’s always something going on!
GN: Wait, you had to go to a movie theater to play games!? Is it common for PR people to travel to conventions and gaming events? Is it totally awesome?
David: It’s pretty common, who else is going to run those booths?! Seriously though, you always see PR reps at conventions. Before tradeshows even begin, we’re busy booking appointments for our clients, handling schedules, and prepping the client for media inquiries. With that in mind, clients like to have us with them so if something unexpected comes up, we’re there to help out and get things back on track.
And just so there’s no confusion about your last question there: Why yes, as a matter of fact, it is totally awesome! As if you didn’t know yourself already!
GN: If someone wants to work in this field, what companies should they pursue? Is it your recommendation to work directly for a gaming company, or for a third-party that specializes in PR? Why?
David: I think it really depends on exactly what the individual is trying to accomplish. If you’re a big fan of a publisher and you want nothing but to work with that publisher and no one else, go for it! However, if you want a more well-rounded career in PR, it may be advantageous to work for an independent PR firm so you can learn a bit of everything.
Personally, I love working with enthusiast media and am fortunate enough to be on several accounts that span traditional console titles to PC and even some iPhone games. If I were to work for just one publisher and that publisher only specialized in releasing games for one platform in particular, I wouldn’t be able to meet as many people as I have since starting this career so with that in mind, I enjoy working for an independent PR firm.
GN: Are degrees relevant in this field?
David: I’m a firm believer in higher education and I’m sure a potential employer is too so I’d say it’s quite beneficial to have a degree of some sort, preferably in Communications, Journalism, or any other major where writing and presentation are a key focus. As for type of university, I’d like to believe that’s less of an issue but it depends, different firms may have different criteria so I’d recommend researching the firm you want to join beforehand. The firm I work for has employees who attended a wide range of institutions, from state colleges to universities to private schools. In the end though, it really boils down to what you know and how well you can convey that knowledge. Connections with the media sure help too, we see journalists come to the PR side and be quite successful fairly often.
GN: Any closing thoughts? Advice for prospective industry go-ers?
David: Don’t be afraid to network whether it be online or in person, practice your writing, and support the industry by attending events of any size, from tradeshows to a local gaming meetup. Most importantly though, don’t forget your gamer roots and have some fun!
GN: Thanks for your time!
PR makes the world go 'round, as they say. They are the glue that connects media with developers, and we've all seen the potent combination when media meets PR! What do you guys think? Why is the field overlooked by gamers?