Duke Nukem publisher parts company with flacks over Twitter gaffe
'Redner Group no longer represents our products'
US PR company The Redner Group is no longer working with 2K Games after yesterday's controversial Tweet in which it threatened reviewers - despite the agency's immediate apology.
The US-based flack firm slipped up on Twitter by Tweeting: "Too many went too far with their [Duke Nukem Forever] reviews… we r reviewing who gets games next time and who doesn't based on today's venom."
This was later removed and replaced with a grovelling apology. Further emails were then sent to members of the press to clear the air and admit that the firm had "failed the industry".
2K had to put its foot down
Unfortunately, it was too little too late and Duke Nukem Forever publisher 2K Games issued a statement distancing itself from the firm, IGN reports.
"2K Games does not endorse the comments made by Jim Redner and we can confirm that The Redner Group no longer represents our products," the publisher said.
After eating such a huge portion of humble pie following the initial outburst, I can't help but feel a little sorry for The Redner Group. We all make mistackes. ®
And the game isn't that bad at all - it's a retro piece, remember...
...stiched together from leftover pieces by Gearbox in the past couple of years.
It is overly narcisstic, sexist etc - whatever, that's the point in *ANY* Duke game
PR firm was stupid, they should have simply pointed this out, showing how dumb most reviewers are.
Maybe The Redner Group should hire a professional PR firm to help them regain the faith of their customers.
If you accidentally drop a nuke on yourself, better call someone who has a fire extinguisher.
No sympathy for bullies
There are several character flaws more worthy of sympathy than willing abuse of power.
It's a PR firm
"After eating such a huge portion of humble pie following the initial outburst, I can't help but feel a little sorry for The Redner Group. We all make mistackes."
I enjoyed the deliberate spelling mistake, but can't share sympathy - this was such a stupid PR blunder. It's easy to email or tweet something in haste and repent in leisure, but would you really want a company that did, representing your public image?