course on December 19
A decade after the Leaking to launch of GTA V, the gaming industry has been shaken by an unexpected event. The early ‘leak’ of GTA VI via X. But was this really an accident, or a masterful media strategy?
In November, Rockstar, the creator of the Grand Theft Auto series, announced that they would share the first trailer for the popular game on December 5, 2023. However, the trailer was leaked a day earlier via X. Whether this was intentional or not, Rockstar had to respond immediately and share the trailer via YouTube.
This resulted in many articles in the media about the new game. This while it is not expected until 2025. Although no GTA game has been released for 10 years, the hype in the media is bigger than ever. How does this strategic leaking work?
What is a PR leak?
In the world of public relations, a “leak” is the strategic disclosure of previously unknown information to selected media outlets. This is often prior to an official announcement. Leaking in advance creates more PR opportunities in the media.
With these moments you create a hype. Often russian email list 1.7 million contact leads multiple leaks and announcements are used, instead of 1 press release with only the facts. In the case of GTA you see this with a single trailer, which was already a big deal in the months before. And then consider that this is only the trailer.
Creating hype by leaking information
By ‘leaking’ information, selected media get exclusive access to details, which makes journalists show more interest. This increases curiosity and strengthens the impact of the final announcement. This can reach generation z with social selling: 5 focus points be done via social media (think X and YouTube), but also via more traditional media such as the Telegraaf or the Algemeen Dagblad.
Well-known examples are Wie is de Mol or Expeditie Robinson. Instead of sending out 1 press release with all the candidates, they leak a number of candidates via various media. A period later, other candidates are announced. In this way, a hype is created, before anyone has even seen an episode. This way, you can influence the viewer and hope for word-of-mouth advertising. Have you heard that this candidate is also participating in Expeditie Robinson?
Business news is also often leaked. For example, investments ao lists are often announced by an economic medium such as the Financieele Dagblad. Other media will often copy this from them, because the authority of the Financieele Dagblad when it comes to investments is great. Business news becomes a hype in this way. You can often find this in the media in the source reference, such as ‘reports the Financieele Dagblad’.
Execution of a PR leak
Managing a ‘leak’ requires finesse. Sending information to the right media and timing the leak in relation to the official announcement.