傳統公關沒落(luo)，新(xin)時代游戲營銷溝通將何去何從(cong)

　　傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)沒落，新時(shi)代游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)營(ying)銷(xiao)(xiao)(xiao)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)將(jiang)(jiang)何(he)(he)去(qu)何(he)(he)從原作(zuo)者(zhe)(zhe)(zhe)(zhe)(zhe)：Cat Channon 譯者(zhe)(zhe)(zhe)(zhe)(zhe)：Vivian Xue上(shang)周我(wo)(wo)在(zai)(zai)Reboot Development開(kai)(kai)發(fa)(fa)(fa)者(zhe)(zhe)(zhe)(zhe)(zhe)大(da)(da)會上(shang)做了(le)(le)(le)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)演講，我(wo)(wo)覺得它回(hui)(hui)答(da)(da)了(le)(le)(le)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)問(wen)題(ti)(ti)：傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)死(si)了(le)(le)(le)嗎(ma)(ma)？答(da)(da)案(an)是(shi)(shi)(shi)：當(dang)(dang)(dang)然(ran)(ran)(ran)，早就死(si)了(le)(le)(le)。死(si)了(le)(le)(le)、埋了(le)(le)(le)，就像是(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)借(jie)酒澆(jiao)愁的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)人(ren)(ren)在(zai)(zai)還(huan)(huan)沒來(lai)(lai)得及(ji)買單(dan)之(zhi)前(qian)(qian)(qian)就倒下(xia)，腐壞的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)肝(gan)臟已(yi)(yi)經被(bei)(bei)(bei)蠕蟲啃得渣都不(bu)(bu)(bu)(bu)剩，神(shen)仙都救不(bu)(bu)(bu)(bu)回(hui)(hui)來(lai)(lai)。然(ran)(ran)(ran)而，現(xian)(xian)場觀(guan)(guan)(guan)眾和(he)(he)(he)(he)大(da)(da)會結束以(yi)(yi)來(lai)(lai)我(wo)(wo)收到(dao)(dao)(dao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)回(hui)(hui)應表明(ming)(ming)，一(yi)(yi)(yi)(yi)(yi)些人(ren)(ren)對(dui)傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)地(di)(di)(di)(di)位(wei)仍(reng)然(ran)(ran)(ran)抱有(you)(you)(you)疑惑(huo)mdash;mdash;更重(zhong)(zhong)要(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)，如果傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)時(shi)代結束了(le)(le)(le)，接(jie)下(xia)來(lai)(lai)怎么(me)(me)辦呢？首(shou)先(xian)(xian)我(wo)(wo)要(yao)(yao)說(shuo)明(ming)(ming)，我(wo)(wo)對(dui)傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)定義是(shi)(shi)(shi)，游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)媒(mei)體(ti)和(he)(he)(he)(he)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)(si)(si)之(zhi)間不(bu)(bu)(bu)(bu)恰當(dang)(dang)(dang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)合作(zuo)關(guan)(guan)(guan)(guan)(guan)系；這(zhe)(zhe)(zhe)種(zhong)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)靠(kao)(kao)花(hua)錢(qian)擺脫(tuo)麻煩、扭轉社論(lun)(lun)、塞錢(qian)強(qiang)迫媒(mei)體(ti)幫他(ta)(ta)(ta)(ta)們(men)(men)打廣告。這(zhe)(zhe)(zhe)種(zhong)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)思維依然(ran)(ran)(ran)將(jiang)(jiang)登上(shang)印(yin)刷物封面(mian)放(fang)在(zai)(zai)首(shou)要(yao)(yao)位(wei)置(zhi)，一(yi)(yi)(yi)(yi)(yi)旦遇(yu)到(dao)(dao)(dao)內(nei)容(rong)(rong)(rong)(rong)泄密問(wen)題(ti)(ti)就開(kai)(kai)始(shi)追究責任，而不(bu)(bu)(bu)(bu)是(shi)(shi)(shi)將(jiang)(jiang)它視(shi)(shi)為(wei)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)收集數(shu)據或(huo)預估消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)興趣的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)機會，仍(reng)然(ran)(ran)(ran)將(jiang)(jiang)獲(huo)得IGN獨家(jia)報道視(shi)(shi)為(wei)營(ying)銷(xiao)(xiao)(xiao)重(zhong)(zhong)點目標(biao)。這(zhe)(zhe)(zhe)些公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)手(shou)段存(cun)在(zai)(zai)于(yu)(yu)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)沒有(you)(you)(you)數(shu)據、關(guan)(guan)(guan)(guan)(guan)鍵績效指標(biao)和(he)(he)(he)(he)投(tou)資回(hui)(hui)報率的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)世界(jie)(jie)，被(bei)(bei)(bei)稱作(zuo)暗(an)黑(hei)藝術。mdash;不(bu)(bu)(bu)(bu)斷(duan)變(bian)化(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)媒(mei)體(ti)市場mdash;由(you)于(yu)(yu)傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)媒(mei)體(ti)地(di)(di)(di)(di)位(wei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)動(dong)搖，舊式公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)開(kai)(kai)始(shi)消(xiao)亡(wang)。如今(jin)任何(he)(he)能(neng)(neng)(neng)上(shang)網的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)人(ren)(ren)都可(ke)能(neng)(neng)(neng)成(cheng)(cheng)為(wei)水軍。廣告收入(ru)(ru)依賴于(yu)(yu)搜索(suo)量(liang)(liang)，導致(zhi)大(da)(da)部(bu)分(fen)(fen)媒(mei)體(ti)文(wen)章(zhang)都按照賺錢(qian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)套路編寫而成(cheng)(cheng)，缺乏(fa)深(shen)度(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)內(nei)容(rong)(rong)(rong)(rong)（看過(guo)(guo)《堡(bao)壘之(zhi)夜》的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)頭條文(wen)章(zhang)嗎(ma)(ma)hellip;hellip;?）我(wo)(wo)們(men)(men)見證了(le)(le)(le)Doitogate事件(jian)。越來(lai)(lai)越多(duo)(duo)(duo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)媒(mei)體(ti)影(ying)響(xiang)(xiang)(xiang)著人(ren)(ren)們(men)(men)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)消(xiao)費行(xing)為(wei)。影(ying)響(xiang)(xiang)(xiang)者(zhe)(zhe)(zhe)(zhe)(zhe)們(men)(men)(influences)不(bu)(bu)(bu)(bu)會輕易為(wei)利益所(suo)動(dong)搖，Metacitic的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)出現(xian)(xian)使(shi)(shi)(shi)文(wen)字評(ping)(ping)論(lun)(lun)變(bian)得不(bu)(bu)(bu)(bu)那(nei)么(me)(me)重(zhong)(zhong)要(yao)(yao)，一(yi)(yi)(yi)(yi)(yi)切(qie)靠(kao)(kao)分(fen)(fen)數(shu)說(shuo)話(hua)。Candy Cush Soda Saga(fom pocketgame.biz)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)邦(bang)(bang)(bang)注(zhu)(zhu)：-Doitogate：引起游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)圈爭議的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)事件(jian)，TGA游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)盛典主持人(ren)(ren)Geoff Keighley的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)直播(bo)視(shi)(shi)頻中(zhong)(zhong)出現(xian)(xian)了(le)(le)(le)由(you)Doito薯片贊助的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)《光(guang)環4》站立廣告牌(pai)，人(ren)(ren)們(men)(men)認(ren)為(wei)他(ta)(ta)(ta)(ta)收錢(qian)為(wei)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)做宣(xuan)傳(chuan)(chuan)(chuan)(chuan)。-Metacitic：Metacitic電子游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)評(ping)(ping)分(fen)(fen)是(shi)(shi)(shi)電玩(wan)界(jie)(jie)最受玩(wan)家(jia)信(xin)賴的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)分(fen)(fen)數(shu)，甚至(zhi)足以(yi)(yi)影(ying)響(xiang)(xiang)(xiang)一(yi)(yi)(yi)(yi)(yi)款游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)成(cheng)(cheng)績。在(zai)(zai)這(zhe)(zhe)(zhe)個(ge)(ge)(ge)(ge)充滿活(huo)(huo)力(li)和(he)(he)(he)(he)多(duo)(duo)(duo)樣性(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)市場中(zhong)(zhong)，消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)聲音(yin)比任何(he)(he)時(shi)候都強(qiang)大(da)(da)。它不(bu)(bu)(bu)(bu)僅(jin)能(neng)(neng)(neng)影(ying)響(xiang)(xiang)(xiang)媒(mei)體(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)議題(ti)(ti)，還(huan)(huan)能(neng)(neng)(neng)影(ying)響(xiang)(xiang)(xiang)國家(jia)對(dui)行(xing)業(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)政策(ce)(ce)mdash;mdash;從戰利品(pin)寶箱(xiang)和(he)(he)(he)(he)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)成(cheng)(cheng)癮(yin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)爭論(lun)(lun)中(zhong)(zhong)可(ke)見一(yi)(yi)(yi)(yi)(yi)斑。mdash;公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)已(yi)(yi)死(si)，溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)永存(cun)mdash;那(nei)么(me)(me)接(jie)下(xia)來(lai)(lai)怎么(me)(me)辦呢？答(da)(da)案(an)是(shi)(shi)(shi)打造(zao)(zao)忠(zhong)于(yu)(yu)目標(biao)、靈活(huo)(huo)多(duo)(duo)(duo)變(bian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)組合策(ce)(ce)略(lve)(lve)。它遠(yuan)非你(ni)所(suo)能(neng)(neng)(neng)想到(dao)(dao)(dao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)那(nei)些千篇一(yi)(yi)(yi)(yi)(yi)律的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)線性(xing)(xing)新聞報道，預覽和(he)(he)(he)(he)回(hui)(hui)顧過(guo)(guo)去(qu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)計劃。當(dang)(dang)(dang)你(ni)思考(kao)如何(he)(he)實現(xian)(xian)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)目標(biao)時(shi)，玩(wan)家(jia)社區、用戶(hu)支持、內(nei)部(bu)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)、公(gong)(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)(si)(si)道德(de)/價值觀(guan)(guan)(guan)、影(ying)響(xiang)(xiang)(xiang)者(zhe)(zhe)(zhe)(zhe)(zhe)、社交平臺(tai)、活(huo)(huo)動(dong)和(he)(he)(he)(he)系統(tong)(tong)(tong)(tong)(tong)營(ying)銷(xiao)(xiao)(xiao)都應該(gai)被(bei)(bei)(bei)考(kao)慮在(zai)(zai)內(nei)。無(wu)論(lun)(lun)你(ni)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)目標(biao)是(shi)(shi)(shi)營(ying)銷(xiao)(xiao)(xiao)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)、宣(xuan)傳(chuan)(chuan)(chuan)(chuan)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)(si)(si)、招聘(pin)人(ren)(ren)才(cai)、打造(zao)(zao)新IP、與發(fa)(fa)(fa)行(xing)商取得合作(zuo)還(huan)(huan)是(shi)(shi)(shi)獲(huo)得投(tou)資，上(shang)述任何(he)(he)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)因(yin)素都可(ke)能(neng)(neng)(neng)影(ying)響(xiang)(xiang)(xiang)你(ni)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)成(cheng)(cheng)敗。mdash;溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)策(ce)(ce)略(lve)(lve)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)成(cheng)(cheng)敗案(an)例(li)mdash;在(zai)(zai)變(bian)化(hua)多(duo)(duo)(duo)端的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)銷(xiao)(xiao)(xiao)環境(jing)下(xia)，業(ye)(ye)內(nei)出現(xian)(xian)了(le)(le)(le)許(xu)多(duo)(duo)(duo)成(cheng)(cheng)功(gong)(gong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)案(an)例(li)，也有(you)(you)(you)許(xu)多(duo)(duo)(duo)失(shi)敗案(an)例(li)，而那(nei)些僅(jin)僅(jin)把(ba)(ba)目光(guang)放(fang)在(zai)(zai)傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)營(ying)銷(xiao)(xiao)(xiao)上(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)(si)(si)錯失(shi)了(le)(le)(le)許(xu)多(duo)(duo)(duo)機會。1. 2004年，《魔獸世界(jie)(jie)》發(fa)(fa)(fa)行(xing)時(shi)，暴(bao)雪就深(shen)知玩(wan)家(jia)社區是(shi)(shi)(shi)重(zhong)(zhong)中(zhong)(zhong)之(zhi)重(zhong)(zhong)，并把(ba)(ba)它和(he)(he)(he)(he)傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)媒(mei)體(ti)營(ying)銷(xiao)(xiao)(xiao)放(fang)在(zai)(zai)了(le)(le)(le)同(tong)等(deng)位(wei)置(zhi)上(shang)。暴(bao)雪的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)價值觀(guan)(guan)(guan)引領他(ta)(ta)(ta)(ta)們(men)(men)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)決(jue)策(ce)(ce)，多(duo)(duo)(duo)年來(lai)(lai)玩(wan)家(jia)至(zhi)上(shang)一(yi)(yi)(yi)(yi)(yi)如既(ji)往地(di)(di)(di)(di)體(ti)現(xian)(xian)在(zai)(zai)他(ta)(ta)(ta)(ta)們(men)(men)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)對(dui)外溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)上(shang)。正(zheng)因(yin)如此，當(dang)(dang)(dang)他(ta)(ta)(ta)(ta)們(men)(men)將(jiang)(jiang)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)系統(tong)(tong)(tong)(tong)(tong)加入(ru)(ru)到(dao)(dao)(dao)最大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)IP中(zhong)(zhong)再(zai)把(ba)(ba)它去(qu)掉(diao)后(hou)(hou)，并沒有(you)(you)(you)對(dui)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)(si)(si)或(huo)品(pin)牌(pai)產生持久(jiu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)負面(mian)影(ying)響(xiang)(xiang)(xiang)。（指《暗(an)黑(hei)破壞神(shen)3》關(guan)(guan)(guan)(guan)(guan)閉拍賣行(xing)功(gong)(gong)能(neng)(neng)(neng)，游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)邦(bang)(bang)(bang)注(zhu)(zhu)。）2. 湯姆middot;弗蘭西斯（Tom Fancis）曾經是(shi)(shi)(shi)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)記者(zhe)(zhe)(zhe)(zhe)(zhe)，后(hou)(hou)改行(xing)制作(zuo)獨立游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)。他(ta)(ta)(ta)(ta)完(wan)美地(di)(di)(di)(di)運用自(zi)己的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)社交媒(mei)體(ti)影(ying)響(xiang)(xiang)(xiang)力(li)為(wei)他(ta)(ta)(ta)(ta)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)處女作(zuo)《Gunpoint》做宣(xuan)傳(chuan)(chuan)(chuan)(chuan)，使(shi)(shi)(shi)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)獲(huo)得了(le)(le)(le)好評(ping)(ping)和(he)(he)(he)(he)商業(ye)(ye)成(cheng)(cheng)功(gong)(gong)。這(zhe)(zhe)(zhe)一(yi)(yi)(yi)(yi)(yi)切(qie)都歸(gui)功(gong)(gong)于(yu)(yu)他(ta)(ta)(ta)(ta)長年來(lai)(lai)客觀(guan)(guan)(guan)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)正(zheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)報道，使(shi)(shi)(shi)他(ta)(ta)(ta)(ta)積累了(le)(le)(le)一(yi)(yi)(yi)(yi)(yi)批忠(zhong)實的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)粉(fen)絲(si)，最終(zhong)將(jiang)(jiang)流量(liang)(liang)轉化(hua)為(wei)購買力(li)。3. 《山羊模擬器(qi)》運用系統(tong)(tong)(tong)(tong)(tong)化(hua)營(ying)銷(xiao)(xiao)(xiao)，打造(zao)(zao)滑稽搞笑、可(ke)分(fen)(fen)享的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)視(shi)(shi)頻內(nei)容(rong)(rong)(rong)(rong)，配合它們(men)(men)反(fan)傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)社交媒(mei)體(ti)營(ying)銷(xiao)(xiao)(xiao)和(he)(he)(he)(he)用戶(hu)服務(wu)支持。這(zhe)(zhe)(zhe)是(shi)(shi)(shi)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)通(tong)(tong)(tong)(tong)過(guo)(guo)多(duo)(duo)(duo)渠(qu)道進行(xing)內(nei)容(rong)(rong)(rong)(rong)營(ying)銷(xiao)(xiao)(xiao)大(da)(da)獲(huo)成(cheng)(cheng)功(gong)(gong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)例(li)子。4. 個(ge)(ge)(ge)(ge)人(ren)(ren)觀(guan)(guan)(guan)點與其所(suo)在(zai)(zai)企業(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)形(xing)象密不(bu)(bu)(bu)(bu)可(ke)分(fen)(fen)，并且會對(dui)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)(si)(si)業(ye)(ye)務(wu)產生深(shen)遠(yuan)影(ying)響(xiang)(xiang)(xiang)，可(ke)Testology創(chuang)立者(zhe)(zhe)(zhe)(zhe)(zhe)卻不(bu)(bu)(bu)(bu)明(ming)(ming)白這(zhe)(zhe)(zhe)個(ge)(ge)(ge)(ge)道理。（Testology創(chuang)立者(zhe)(zhe)(zhe)(zhe)(zhe)在(zai)(zai)倫敦襲擊事件(jian)后(hou)(hou)發(fa)(fa)(fa)表了(le)(le)(le)反(fan)穆斯林言論(lun)(lun)，有(you)(you)(you)違(wei)其公(gong)(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)(si)(si)追崇平等(deng)、多(duo)(duo)(duo)樣化(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)價值觀(guan)(guan)(guan)，游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)邦(bang)(bang)(bang)注(zhu)(zhu)）5. 眾所(suo)周知，Riot Games幾乎(hu)完(wan)全(quan)脫(tuo)離傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)媒(mei)體(ti)，但(dan)這(zhe)(zhe)(zhe)種(zhong)做法也使(shi)(shi)(shi)他(ta)(ta)(ta)(ta)們(men)(men)失(shi)去(qu)了(le)(le)(le)庇護，使(shi)(shi)(shi)該(gai)公(gong)(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)(si)(si)面(mian)臨眾多(duo)(duo)(duo)圍繞社區毒性(xing)(xing)、玩(wan)家(jia)安全(quan)、公(gong)(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)(si)(si)價值觀(guan)(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)難題(ti)(ti)，之(zhi)前(qian)(qian)(qian)還(huan)(huan)陷入(ru)(ru)了(le)(le)(le)一(yi)(yi)(yi)(yi)(yi)場社區口水戰（指2016年，以(yi)(yi)《英(ying)雄聯(lian)盟》賽前(qian)(qian)(qian)發(fa)(fa)(fa)布重(zhong)(zhong)大(da)(da)更新為(wei)導火索(suo)引發(fa)(fa)(fa)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)Riot和(he)(he)(he)(he)電競戰隊之(zhi)間的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)爭執，游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)邦(bang)(bang)(bang)注(zhu)(zhu)）。mdash;傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)媒(mei)體(ti)仍(reng)然(ran)(ran)(ran)值得重(zhong)(zhong)視(shi)(shi)mdash;以(yi)(yi)上(shang)事例(li)說(shuo)明(ming)(ming)，主流媒(mei)體(ti)和(he)(he)(he)(he)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)愛好者(zhe)(zhe)(zhe)(zhe)(zhe)論(lun)(lun)壇在(zai)(zai)解(jie)決(jue)大(da)(da)眾關(guan)(guan)(guan)(guan)(guan)切(qie)問(wen)題(ti)(ti)和(he)(he)(he)(he)引領重(zhong)(zhong)大(da)(da)問(wen)題(ti)(ti)探討(tao)上(shang)仍(reng)然(ran)(ran)(ran)占(zhan)據重(zhong)(zhong)要(yao)(yao)地(di)(di)(di)(di)位(wei)mdash;mdash;舉個(ge)(ge)(ge)(ge)例(li)子，了(le)(le)(le)解(jie)一(yi)(yi)(yi)(yi)(yi)下(xia)之(zhi)前(qian)(qian)(qian)英(ying)國《鏡報》上(shang)關(guan)(guan)(guan)(guan)(guan)于(yu)(yu)《堡(bao)壘之(zhi)夜》的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)頭條報道背后(hou)(hou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)動(dong)機（文(wen)章(zhang)標(biao)題(ti)(ti)是(shi)(shi)(shi)《堡(bao)壘之(zhi)夜使(shi)(shi)(shi)我(wo)(wo)成(cheng)(cheng)為(wei)了(le)(le)(le)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)有(you)(you)(you)自(zi)殺傾(qing)向的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)癮(yin)君子》，游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)邦(bang)(bang)(bang)注(zhu)(zhu)）。如果你(ni)認(ren)為(wei)和(he)(he)(he)(he)傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)媒(mei)體(ti)合作(zuo)對(dui)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)來(lai)(lai)說(shuo)不(bu)(bu)(bu)(bu)是(shi)(shi)(shi)必要(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)，或(huo)者(zhe)(zhe)(zhe)(zhe)(zhe)你(ni)認(ren)為(wei)等(deng)到(dao)(dao)(dao)需要(yao)(yao)時(shi)再(zai)與傳(chuan)(chuan)(chuan)(chuan)統(tong)(tong)(tong)(tong)(tong)媒(mei)體(ti)建(jian)立關(guan)(guan)(guan)(guan)(guan)系也不(bu)(bu)(bu)(bu)遲(chi)，你(ni)就將(jiang)(jiang)自(zi)己置(zhi)于(yu)(yu)了(le)(le)(le)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)(ge)(ge)危(wei)險的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)境(jing)地(di)(di)(di)(di)。往好的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)方面(mian)看，盡管營(ying)銷(xiao)(xiao)(xiao)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)人(ren)(ren)士的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)工作(zuo)更為(wei)艱辛(xin)，，但(dan)如今(jin)每個(ge)(ge)(ge)(ge)人(ren)(ren)都能(neng)(neng)(neng)通(tong)(tong)(tong)(tong)過(guo)(guo)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)對(dui)他(ta)(ta)(ta)(ta)們(men)(men)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)業(ye)(ye)務(wu)產生影(ying)響(xiang)(xiang)(xiang)。在(zai)(zai)考(kao)慮使(shi)(shi)(shi)用什么(me)(me)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)組合策(ce)(ce)略(lve)(lve)時(shi)，你(ni)需要(yao)(yao)思考(kao)玩(wan)家(jia)在(zai)(zai)哪里，然(ran)(ran)(ran)后(hou)(hou)有(you)(you)(you)針對(dui)性(xing)(xing)地(di)(di)(di)(di)采取措施。首(shou)先(xian)(xian)把(ba)(ba)重(zhong)(zhong)點放(fang)在(zai)(zai)用戶(hu)服務(wu)和(he)(he)(he)(he)社區互動(dong)上(shang)mdash;mdash;它們(men)(men)是(shi)(shi)(shi)粉(fen)絲(si)活(huo)(huo)動(dong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)核心地(di)(di)(di)(di)帶，也是(shi)(shi)(shi)溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)危(wei)機經常爆發(fa)(fa)(fa)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)地(di)(di)(di)(di)方。正(zheng)確運用溝(gou)(gou)(gou)(gou)通(tong)(tong)(tong)(tong)組合策(ce)(ce)略(lve)(lve)不(bu)(bu)(bu)(bu)容(rong)(rong)(rong)(rong)易，但(dan)關(guan)(guan)(guan)(guan)(guan)鍵在(zai)(zai)于(yu)(yu)忠(zhong)于(yu)(yu)目標(biao)。你(ni)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)目標(biao)不(bu)(bu)(bu)(bu)是(shi)(shi)(shi)獲(huo)得報道和(he)(he)(he)(he)知名度(du)，而是(shi)(shi)(shi)銷(xiao)(xiao)(xiao)售(shou)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)和(he)(he)(he)(he)尋找(zhao)開(kai)(kai)發(fa)(fa)(fa)人(ren)(ren)才(cai)。找(zhao)到(dao)(dao)(dao)玩(wan)家(jia)中(zhong)(zhong)有(you)(you)(you)影(ying)響(xiang)(xiang)(xiang)力(li)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)決(jue)策(ce)(ce)者(zhe)(zhe)(zhe)(zhe)(zhe)，關(guan)(guan)(guan)(guan)(guan)注(zhu)(zhu)他(ta)(ta)(ta)(ta)們(men)(men)分(fen)(fen)享的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)內(nei)容(rong)(rong)(rong)(rong)，以(yi)(yi)適當(dang)(dang)(dang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)方式與他(ta)(ta)(ta)(ta)們(men)(men)接(jie)觸互動(dong)。mdash;總結mdash;思考(kao)你(ni)想實現(xian)(xian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)具體(ti)目標(biao)、誰(shui)能(neng)(neng)(neng)幫你(ni)實現(xian)(xian)它，去(qu)尋找(zhao)他(ta)(ta)(ta)(ta)們(men)(men)。秉持實事求是(shi)(shi)(shi)和(he)(he)(he)(he)負責的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)態度(du)，認(ren)清你(ni)真正(zheng)能(neng)(neng)(neng)實現(xian)(xian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)目標(biao)和(he)(he)(he)(he)你(ni)擁有(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)資源。最重(zhong)(zhong)要(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)，必要(yao)(yao)時(shi)改變(bian)你(ni)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)計劃mdash;mdash;保持靈活(huo)(huo)。我(wo)(wo)個(ge)(ge)(ge)(ge)人(ren)(ren)很高興看到(dao)(dao)(dao)老派公(gong)(gong)(gong)(gong)(gong)(gong)(gong)關(guan)(guan)(guan)(guan)(guan)已(yi)(yi)經成(cheng)(cheng)為(wei)過(guo)(guo)去(qu)，我(wo)(wo)也希望(wang)業(ye)(ye)界(jie)(jie)對(dui)我(wo)(wo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)大(da)(da)多(duo)(duo)(duo)數(shu)同(tong)行(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)刻板印(yin)象mdash;mdash;一(yi)(yi)(yi)(yi)(yi)群(qun)在(zai)(zai)永無(wu)止境(jing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)危(wei)機中(zhong)(zhong)發(fa)(fa)(fa)揮(hui)才(cai)華、創(chuang)造(zao)(zao)力(li)和(he)(he)(he)(he)聰明(ming)(ming)才(cai)智的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)人(ren)(ren)mdash;mdash;能(neng)(neng)(neng)夠隨之(zhi)消(xiao)失(shi)。本文(wen)由(you)游(you)(you)(you)(you)(you)(you)戲(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)邦(bang)(bang)(bang)編譯，轉載請注(zhu)(zhu)明(ming)(ming)來(lai)(lai)源，或(huo)咨詢(xun)微信(xin)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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