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Journalists get PR revenge

Yeah, we know it's a publicity-seeking game. But what the hell

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Online humour marketing site www.e-tractions.com has come up with a journalist-friendly form of publicity: a game in which you fire press releases at your least favourite PR company (and score points doing so).

Yeah we know that it's all just cheap publicity, but this is e-tractions raison d'etre - providing the message through entertainment. That said, the Shockwave (yes, you'll have to download yet another upgrade) game is not bad. Not as good as the grouse-shooting game that is still installed on our hard drive, but certainly worth a quick go.

What can you do? Select your least favourite (US) public relations firm, choose the reason why you don't like them and then fire press releases back at them (they're shaped into paper aeroplanes). If you hit any PRs that pop up behind their cubicles, you score. Hit a coffee cup and get rapid fire (apparently, but we didn't notice any difference).

The game's scoring is haphazard and unnecessarily complicated - we just want to fire and maim, damn you - but it is reassuringly difficult. That's it really. If you have a spare five minutes this week give it a whirl. We'll try to find a different one for you next week.

The game is here.

According to the company's press release: "E-tractions.com is considering a host of similar games, including one called 'whack-a-hack', where PR flacks could vent their frustrations against high profile reporters and writers who never accept phone calls or press releases."

We suggest with this game that rather than reporters popping up, there should be a whole room of reporters. Then when a reporter runs out of decent stories, he/she could turn a different colour - then you fire a nonsense-filled piece of paper at them. Let's keep it real, folks. ®

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