After the Release

If someone does bite on your press release and asks for more information, answer the questions specifically and in detail. Don't just give them a link to information found on your Web site. It's lazy, unprofessional, and could be the end of the story. Andrew Park of Gamespot finds it particularly irritating to deal with PR representatives who aren't communicative or who ignore repeated e-mails and telephone calls. On the other hand, Park says that Gamespot "loves" PR folks who send games and supporting materials out on time, if not early, "and who keep in constant communication about important developments."

And, of course, say "thank you!" If a publication picks up your press release or publishes something nice about your company, show your appreciation. A simple e-mail is all it takes and it will be remembered. The larger publications don't have time to let you know they've written about you, so it's up to you to keep up with the media. There are also companies that provide "clipping services" that do the looking for you for a price. If a news outlet has followed up wanting additional information, say "thank you." And if they let you know they've published something about your company, say "thank you."

Of course, in the event they've written something negative, it might be hard to say "thank you" and not even necessary. However, this is also not the time to lose your temper. Either just bear it and walk away, or have a rational conversation, however irrational you might find their review of your beloved game. Don't burn any bridges.