This is a guest post from Lauren Ginsberg, an Account Coordinator at Racepoint Group. Follow her on Twitter @LaurenGinsberg.
Ah, the old adage, think before you speak… or shall I say tweet. The Redner Group made a huge faux pas when they angrily tweeted at reviewers for publishing not so rave reviews about 2k’s ‘Duke Nukem Forever’. The tweet, “too many went too far with their reviews. We r reviewing who gets games next time and who doesn’t based on today’s venom” left a sour taste that ultimately caused 2k to sack the agency.
Now more than ever, tweeted content is easy to find and just as easy to share. Users must take into account that even if they act on their own accord, like agency founder James Redner did, foul tweets in relation to your client’s product reviews are a direct representation of them as well as the agency.
PR is about getting credible placements for clients, and while we would all love reviews of their products to be positive, we cannot control what someone is going to write. That is the major difference between PR and advertising.
Unfortunately for Redner whose reputation is now tarnished, the lesson was learned the hard way. Moving forward, I bet they will think before they tweet.