Revolutionary Measures

A Duke Nukem tweet is Forever

Duke Nukem Forever 2007 teaser screenshot

Image via Wikipedia

You’d think that PR professionals would have realised that both (a) social media is now a key channel for talking to the press and wider audiences and (b) it is public and once in cyberspace will be there for a long, long time.

But no, following negative reviews of the new Duke Nukem game, US PR agency Redner Group publically tweeted that, essentially, those that gave bad reviews wouldn’t get copies of the next game. The agency quickly realised its mistake, took down the tweet but not before it had been captured by the likes of Wired. The result? Duke Nukem’s publishers 2K has fired Redner, losing the agency its largest client.

What amazes me, beyond the poor judgement in not realising a negative tweet would be picked up, is that this is really poor PR practice. One of the primary functions of PR is to promote a positive image of a client, and in many cases that involves long term relationship building with journalists that may not understand or like your client or what they are doing. Taking your ball away is not only petty but counterproductive as well as it reinforces press perceptions. That for me, is the biggest lesson that PR people need to realise after the Redner debacle.


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June 21, 2011 - Posted by | Uncategorized | , , , , , , ,

1 Comment »

  1. Today’s newspapers are no longer tomorrow’s chip paper. They are tomorrow’s newspapers and the next day’s newspapers and the next days… You get the the point.

    I do feel sorry for the PR guy in question. But, attacking a journalist or Blogger in that way is just never the right thing to do. Of course, he clearly knows that and regrets his mistake bitterly.

    My wife is on the journalist side of the fence and you wouldn’t believe the things some PRs say. It’s almost as if they want her to dislike them!

    Most people are just people and the kind approach is normally the right approach. And venting is very rarely kind.

    Comment by Richard Stone - Technical PR consultant at Stone Junction | June 21, 2011 | Reply

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