Why Twitter can be bad for business

Interesting case of “Tweet in haste – repent at leisure” in the PR world. PR agency The Redner Group has been fired by its client, 2K Games, for sending a threatening tweet to journalists.
     2K recently launched an updated version of an old favourite PC game from the 1980s, Duke Nukem.  The game was the Angry Birds of its time and immensely popular and so a natural candidate for updating with modern high-res graphics.  The computer and games press didn’t much like the new version – tagging it as all gloss and nothing new of substance.
     PR agency boss James Redner was so angered by what he saw as the media not playing ball that he tweeted,  “too many went too far with their reviews. We’re reviewing who gets games next time and who doesn’t based on today’s venom.” 
     This was a not too subtle way of saying the bad reviewers were going to be punished for not playing ball by having new games withheld in future.
     It’s hard to imagine any business person being this shit-stupid; still harder to imagine the founder of a PR agency talking publicly like this.
     The result was that 2K Games fired the agency and publicly disowned the comments, saying,“2K Games does not endorse or condone the comments made by @TheRednerGroup and confirm they no longer represent our products. We maintain a mutually respectful relationship with the press and will continue to do so. We don’t condone@TheRednerGroup’s actions at all.”
     In the good old days before Twitter, PR men could go to the nearest bar, down a few Martinis and complain bitterly to the bartender about the ingratitude of worthless hacks to the hand that feds them. Now it’s far too easy to pull out the iPhone in a fit of pique and fire off a broadside.
     The phrase, “Remember Redner” is likely to figure prominently in future wherever young PR men and women are learning their trade in the age of social media.



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