Explaining public relations to a child is like explaining cryptocurrency to a grandparent. It’s met with the same blank stare, a forced nod and a quick change of subject.
But when my niece Sloan asked me, “Uncle Curtis, what do you even do all day?” I realized I had two choices: 1) attempt an answer and watch her eyes glaze over, or 2) write a children’s book. Naturally, I went with option two. And thus, Game Face was born.
The Origin of Game Face
At Bospar, we’re all about making the complex simple, and PR is one of those industries that many people misunderstand. That got me thinking: How can we explain PR in a way that Sloan could grasp? That’s where the idea for Game Face came from. It was an opportunity to break down communication, strategy and crisis management into a format that was fun and engaging. Also, it gave me the chance to finally impress a 10-year-old, which, as it turns out, is harder than impressing a room full of CEOs.
Bospar is celebrating its 10th anniversary this year, and what better way to honor a decade of fearless PR than by passing along its wisdom to the next generation? Over the past 10 years, we’ve helped companies navigate make-or-break moments, spin crises into wins and tell their stories in the most compelling way possible. But if there’s one thing we’ve learned, it’s that PR is everywhere. Kids are already engaging in PR without even realizing it — whether they’re negotiating for extra screen time, deflecting blame for a missing cookie or strategically deciding which parent to ask for a favor.
What Game Face is All About
Game Face is a children’s book designed to introduce kids to the power of storytelling, confidence and adaptability. The narrative begins when my niece Sloan’s favorite video game experiences a worldwide glitch. Recognizing her unique perspective as a gamer, I enlist Sloan as a PR detective. Together with my colleagues at Bospar, we navigate this tricky situation through thinking quickly, communicating effectively and managing the video game’s image. This is what we in PR call “putting on a game face.” Or, as kids might call it, convincing your parents that it was actually your sibling’s fault.
PR often sounds mysterious, even to those who work in it. The book isn’t just for kids — it’s also a way for adults to better understand what PR professionals do. Communication, reputation management, and handling unexpected challenges are skills that are useful at any age. And let’s face it, every parent negotiating bedtime or deflecting an awkward question from their child is already a crisis comms expert. By turning PR into a fun, lighthearted story, Game Face gives kids an introduction to a valuable life skill without the jargon.
PR Lessons You Didn’t Know You Were Already Teaching
Parents might not realize it, but they’ve been doing PR training all along. Ever had to explain why the ice cream truck isn’t playing music because it’s out of ice cream? That’s crisis management. Ever told your kid they could have dessert after eating vegetables, knowing full well that the chocolate pudding was the only real goal? That’s message framing. Ever had to stage an elaborate performance pretending that a favorite toy “mysteriously disappeared” because you couldn’t handle hearing that annoying sound effect one more time? That’s reputation protection.
Kids and adults alike can benefit from understanding PR skills, even if they don’t plan on working in the field. Life is full of spin, whether you’re launching a product or just trying to reframe a disastrous haircut as a bold fashion choice.
Lessons Learned from the Process
Writing Game Face turned out to be an exercise in PR itself. I had to think about how to make a complex idea relatable, how to frame it in a way that would resonate and how to ensure that it was engaging enough to hold a child’s attention. It also required me to resist my PR instincts to include a “strategic messaging framework” in a book intended for elementary school students.
One of the best things about Game Face is that it makes PR accessible. Whether it’s handling a tough conversation at school or navigating friendships, the book shows how kids can use communication and strategy to solve problems. And for those aspiring PR professionals, consider this a warm-up for your future job of explaining to clients why writing a press release in all caps doesn’t make it more exciting or why live streaming your CEO’s “authentic thoughts” is a gamble you don’t want to take.
Why Game Face Matters
Ten years ago, Bospar set out to do PR differently. We wanted to prove that a fully remote firm could not only compete but thrive. We wanted to show that PR isn’t just about press releases and media coverage — it’s about strategy, relationships and creativity.
Now, a decade later, we’re celebrating by not only looking back on what we’ve built but also by passing on what we’ve learned. Game Face isn’t just a fun book — it’s a reflection of the skills that have driven our success. PR isn’t just a job; it’s a mindset. And whether you’re a CEO trying to land a big feature, a startup navigating a crisis or a kid trying to explain why your report card mysteriously vanished, the ability to control a narrative is one of the most powerful tools you can have.
So the next time life throws you a curveball, take a deep breath, assess the situation and put on your game face. And if all else fails, see if you can convince people it was your brilliant plan all along.
Curtis Sparrer is a principal and co-founder of the tech PR firm Bospar, as well as president of the San Francisco Press Club. Sparrer has won numerous accolades for his work in public relations. Game Face is on sale now.
