傳統(tǒng)公關(guān)沒落，新時代游戲營銷溝通將何去何從

　　傳統(tǒng)公關(guān)沒落，新時代游戲營銷溝通將何去何從原作者：Cat Channon 譯者：Vivian Xue上周我在Reboot Development開發(fā)者大會上做了一個演講，我覺得它回答了一個問題：傳統(tǒng)公關(guān)死了嗎？答案是：當然，早就死了。死了、埋了，就像是一個借酒澆愁的人在還沒來得及買單之前就倒下，腐壞的肝臟已經(jīng)被蠕蟲啃得渣都不剩，神仙都救不回來。然而，現(xiàn)場觀眾和大會結(jié)束以來我收到的回應表明，一些人對傳統(tǒng)公關(guān)的地位仍然抱有疑惑mdash;mdash;更重要的是，如果傳統(tǒng)公關(guān)時代結(jié)束了，接下來怎么辦呢？首先我要說明，我對傳統(tǒng)公關(guān)的定義是，游戲媒體和游戲公司之間不恰當?shù)暮献麝P(guān)系；這種公關(guān)靠花錢擺脫麻煩、扭轉(zhuǎn)社論、塞錢強迫媒體幫他們打廣告。這種公關(guān)思維依然將登上印刷物封面放在首要位置，一旦遇到內(nèi)容泄密問題就開始追究責任，而不是將它視為一個收集數(shù)據(jù)或預估消費者興趣的機會，仍然將獲得IGN獨家報道視為營銷重點目標。這些公關(guān)手段存在于一個沒有數(shù)據(jù)、關(guān)鍵績效指標和投資回報率的世界，被稱作暗黑藝術(shù)。mdash;不斷變化的媒體市場mdash;由于傳統(tǒng)媒體地位的動搖，舊式公關(guān)開始消亡。如今任何能上網(wǎng)的人都可能成為水軍。廣告收入依賴于搜索量，導致大部分媒體文章都按照賺錢的套路編寫而成，缺乏深度的內(nèi)容（看過《堡壘之夜》的頭條文章嗎hellip;hellip;?）我們見證了Doitogate事件。越來越多的媒體影響著人們的消費行為。影響者們(influences)不會輕易為利益所動搖，Metacitic的出現(xiàn)使文字評論變得不那么重要，一切靠分數(shù)說話。Candy Cush Soda Saga(fom pocketgame.biz)游戲邦注：-Doitogate：引起游戲圈爭議的事件，TGA游戲盛典主持人Geoff Keighley的直播視頻中出現(xiàn)了由Doito薯片贊助的《光環(huán)4》站立廣告牌，人們認為他收錢為游戲做宣傳。-Metacitic：Metacitic電子游戲評分是電玩界最受玩家信賴的分數(shù)，甚至足以影響一款游戲的銷售成績。在這個充滿活力和多樣性的市場中，消費者聲音比任何時候都強大。它不僅能影響媒體的議題，還能影響國家對行業(yè)的政策mdash;mdash;從戰(zhàn)利品寶箱和游戲成癮的爭論中可見一斑。mdash;公關(guān)已死，溝通永存mdash;那么接下來怎么辦呢？答案是打造忠于目標、靈活多變的溝通組合策略。它遠非你所能想到的那些千篇一律的線性新聞報道，預覽和回顧過去的計劃。當你思考如何實現(xiàn)溝通目標時，玩家社區(qū)、用戶支持、內(nèi)部溝通、公司道德/價值觀、影響者、社交平臺、活動和系統(tǒng)營銷都應該被考慮在內(nèi)。無論你的目標是營銷游戲、宣傳公司、招聘人才、打造新IP、與發(fā)行商取得合作還是獲得投資，上述任何一個因素都可能影響你的成敗。mdash;溝通策略的成敗案例mdash;在變化多端的營銷環(huán)境下，業(yè)內(nèi)出現(xiàn)了許多成功的溝通案例，也有許多失敗案例，而那些僅僅把目光放在傳統(tǒng)營銷上的公司錯失了許多機會。1. 2004年，《魔獸世界》發(fā)行時，暴雪就深知玩家社區(qū)是重中之重，并把它和傳統(tǒng)媒體營銷放在了同等位置上。暴雪的價值觀引領(lǐng)他們的決策，多年來玩家至上一如既往地體現(xiàn)在他們的對外溝通上。正因如此，當他們將一個游戲系統(tǒng)加入到最大的IP中再把它去掉后，并沒有對公司或品牌產(chǎn)生持久的負面影響。（指《暗黑破壞神3》關(guān)閉拍賣行功能，游戲邦注。）2. 湯姆middot;弗蘭西斯（Tom Fancis）曾經(jīng)是游戲記者，后改行制作獨立游戲。他完美地運用自己的社交媒體影響力為他的處女作《Gunpoint》做宣傳，使游戲獲得了好評和商業(yè)成功。這一切都歸功于他長年來客觀公正的報道，使他積累了一批忠實的粉絲，最終將流量轉(zhuǎn)化為購買力。3. 《山羊模擬器》運用系統(tǒng)化營銷，打造滑稽搞笑、可分享的視頻內(nèi)容，配合它們反傳統(tǒng)的社交媒體營銷和用戶服務支持。這是一個通過多渠道進行內(nèi)容營銷大獲成功的例子。4. 個人觀點與其所在企業(yè)的形象密不可分，并且會對公司業(yè)務產(chǎn)生深遠影響，可Testology創(chuàng)立者卻不明白這個道理。（Testology創(chuàng)立者在倫敦襲擊事件后發(fā)表了反穆斯林言論，有違其公司追崇平等、多樣化的價值觀，游戲邦注）5. 眾所周知，Riot Games幾乎完全脫離傳統(tǒng)媒體，但這種做法也使他們失去了庇護，使該公司面臨眾多圍繞社區(qū)毒性、玩家安全、公司價值觀的溝通難題，之前還陷入了一場社區(qū)口水戰(zhàn)（指2016年，以《英雄聯(lián)盟》賽前發(fā)布重大更新為導火索引發(fā)的Riot和電競戰(zhàn)隊之間的爭執(zhí)，游戲邦注）。mdash;傳統(tǒng)媒體仍然值得重視mdash;以上事例說明，主流媒體和游戲愛好者論壇在解決大眾關(guān)切問題和引領(lǐng)重大問題探討上仍然占據(jù)重要地位mdash;mdash;舉個例子，了解一下之前英國《鏡報》上關(guān)于《堡壘之夜》的頭條報道背后的動機（文章標題是《堡壘之夜使我成為了一個有自殺傾向的癮君子》，游戲邦注）。如果你認為和傳統(tǒng)媒體合作對游戲來說不是必要的，或者你認為等到需要時再與傳統(tǒng)媒體建立關(guān)系也不遲，你就將自己置于了一個危險的境地。往好的方面看，盡管營銷溝通人士的工作更為艱辛，，但如今每個人都能通過溝通對他們的業(yè)務產(chǎn)生影響。在考慮使用什么溝通組合策略時，你需要思考玩家在哪里，然后有針對性地采取措施。首先把重點放在用戶服務和社區(qū)互動上mdash;mdash;它們是粉絲活動的核心地帶，也是溝通危機經(jīng)常爆發(fā)的地方。正確運用溝通組合策略不容易，但關(guān)鍵在于忠于目標。你的目標不是獲得報道和知名度，而是銷售游戲和尋找開發(fā)人才。找到玩家中有影響力的決策者，關(guān)注他們分享的內(nèi)容，以適當?shù)姆绞脚c他們接觸互動。mdash;總結(jié)mdash;思考你想實現(xiàn)的具體目標、誰能幫你實現(xiàn)它，去尋找他們。秉持實事求是和負責的態(tài)度，認清你真正能實現(xiàn)的目標和你擁有的資源。最重要的是，必要時改變你的計劃mdash;mdash;保持靈活。我個人很高興看到老派公關(guān)已經(jīng)成為過去，我也希望業(yè)界對我的大多數(shù)同行的刻板印象mdash;mdash;一群在永無止境的危機中發(fā)揮才華、創(chuàng)造力和聰明才智的人mdash;mdash;能夠隨之消失。本文由游戲邦編譯，轉(zhuǎn)載請注明來源，或咨詢微信zhengjintiaoAt Reboot Develop last week, I gave a talk that I felt addessed a hetoical question: Is taditional PR dead? Answe: Definitely yes. Long dead. Dead. Buied. And its alcohol-addled live. Wom food quicke than you can say, Put it on my tab.Howeve, the attendance at my talk and the esponse I have eceived since the confeence suggests that, fo some, thee is still a question about the status of taditional PR mdash; and moe impotantly, if it is game ove, then what next?To be clea, Isquo;m defining lsquo;taditional PRsquo; as the uncomfotably close dynamic between games jounalists and video games PR; one that opeates in a wold whee you can buy you way out of touble, whee messaging is massaged into editoial, and maketes can stong-am the pess with ad spend. It is a way of thinking that believes pint coves should still lead evey campaign, that egads leaks as a time to appotion blame athe than an oppotunity to stat captuing data o gauging consume inteest, and still teats an IGN exclusive as the answe to evey campaignsquo;s communication challenge.All of which exists in a data-, KPI- and ROI-fee wold often descibed as a dak at.mdash;The changing media landscapemdash;As the place of taditional media has shifted, the demise of old school public elations began. Anyone with an intenet connection now has the potential to be an opinionated hack. Seach-diven page impessions and thei associated ad evenues make the witing of most stoies a financial equation athe than an editoial one (Fotnite headline anyonehellip;?). Doitogate happened. Moe channels than eve befoe have an impact on buying decisions. Influences aensquo;t easily influenced, and Metacitic moved the needle to such an extent that wods became less impotant than the numbes.In this dynamic and vaied landscape, the stength of consume voice is geate than it has eve been. It has the ability to independently dive not only the media agenda but mdash; as evidenced in the discussions aound both loot boxes and addiction mdash; affect the vey policies that goven ou industy.mdash;PR is dead. Long live communicationsmdash;So what next? The answe is a communications mix that while fixed in its objectives is entiely fluid and agile. It is about as fa fom the cookie-cutte, linea news, peview, eview plans of old as you can get.Community, custome suppot, intenal communications, company ethics/values, influences, social content, events and systemic maketing should all be on the table when yousquo;e deciding how yousquo;e going to achieve you communications objectives. Whethe thatsquo;s selling games, selling you company, hiing talent, establishing a new IP, getting a publishing deal o funding, each of the afoementioned channels has the potential to have a positive o negative impact on you ability to succeed.mdash;The highs and lows of moden communicationsmdash;Acoss the industy thee ae numeous examples of companies and campaigns that ae succeeding and failing in navigating the changing communications landscape, and those focused on taditional media outlets alone ae missing moe than one tick:- In 2004, when we launched Wold of Wacaft, Blizzad knew that community was king, and gave it the same level of consideation as taditional media elations. Blizzadsquo;s values dive its decisions, and the playe-fist appoach is as appaent in evey piece of extenal communication today as it was back then. This is exactly why it can implement an entie game system into one of its biggest IPs and take it out again, without a lasting negative impact on the company o band.- Tom Fancis, a fome games jounalist tuned indie develope, made billiant use of his pesonal social media to lead his debut game, Gunpoint, to citical and financial success. By deliveing a steady cadence of authentic and infomative content, he ceated a dedicated seed community that dove an audience of fans to puchase:- Goat Simulatosquo;s use of systemic maketing to ceate hilaious, shaeable video content, coupled with an ieveent social campaign and custome sevice appoach. This was a geat example of how a blend of channels, and content ceation being integal to poduction, can lead to significant commecial gain.- Individuals like the Testology founde who failed to ecognise that pesonal opinions and pofessional ones ae indistinguishable, and that values and beliefs expessed on social media can have fa eaching business implications.- Riot, known fo having moved almost entiely away fom taditional media elations, demonstated that doing so was to thow out both baby and bathwate. It has left the company with numeous communications challenges aound community toxicity, playe safety, company values, and a vey public spat with its investos addessed in the community foums.mdash;Media elations emain citicalmdash;All that said, mainsteam and enthusiast media continues to hold a significant position of impact in both addessing the concens of the gaming masses and leading the convesation in many vital aeas mdash; fo example, coveage of the eality behind the UK tabloidssquo; clickbait headlines. If you think that not woking with taditional media is an option fo any o evey game, o if you think that the pess elationships you need can be ceated at the point you need them, then you do so at you peil.The massive upside is that while communications pofessionals have to wok hade than eve, eveyone now has the ability to make an impact on thei business though communications. In deciding what mix is best fo you objective, you need to think about whee you audience is and go thee. Focus fist on deliveing solid custome suppot and consistent community engagement mdash; they ae the heatland of you fan base, and often the most common places fo a communications cisis to begin.Navigating this blended appoach can be complex, but the key is to be lase focused on what you want to achieve. Coveage and awaeness aensquo;t communications objectives; selling games and finding moe pogammes ae. Find the decision makes and people with influence in you audience, look at the content they shae, and engage with them in a way that fits with thei cuent behaviou.mdash;In Summaymdash;Decide what you want, and be vey specific. Think about who can help you to achieve it. Get names, go whee they ae, focus channel by channel. Be eal about what yousquo;e actually capable of achieving, and be accountable and ealistic about you esouces. Most impotantly, be eady to pivot fom you plans if necessay mdash; be agile.I fo one am happy to see old school PR as a thing of the past, and I hope the industysquo;s peception of the majoity of my communications pees as anything othe than talented, ceative and savvy individuals navigating some of the most challenging aspects of ou industy mdash; often in neve-ending cunch mdash; is gone with it.

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