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June 24, 2011

PR Agency Gets Fired For a "Tweet"

While there is often a chance to turn disaster into victory there really was no way back from this one once the tweet was out there. For Redner this will seriously damage the agency’s reputation



Another example of a tweet turning into  controversy after  the PR agency Redner Group got sacked by its biggest client, video game publisher 2k, after it tweeted that it would punish bad reviews of  the game ‘Duke Nukem Forever’ by withholding future releases from reviewers.
For a PR agency it was not only dumb and  insanely stupid thing to do.. Non one expects   a PR Agency whose Job is to make sure all communication is verified and routed was itself " a loose canon" ... and although an apology was quickly offered it was too late. The tweet was out and the agency lost its account.

"Careless tweets really do cost. Take a breath. We’ve seen it a few times recently with Chrysler and #motorcity and the American Red Cross. We saw it also with #IAmSpartacus and again much more recently with Jeff Jarvis and the whole #BBCSMS conference, which led me to write Does Twitter make you stupid? Twitter spats and the problem with social media".( source :WallBlog)

The tweet from the @TheRednerGroup account read: “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.”

Everyone knows that tweets are a little too easy to write and easier to send, but really why would you ever send that tweet? The tweet was sent by agency founder James Redner who later issued an apology on Twitter insisting he had acted on his own and did not represent his client 2k: “Again, I want everyone to know that I was acting on my own. 2K had nothing to do with this. I am so very sorry for what I said

As the tweet spread around the Twittersphere games publisher 2K reacted and fired Redner. In a statement it, said: “2K Games does not endorse or condone the comments made by @TheRednerGroup and confirm they no longer represent our products.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.”

Read more: WallBlog