2K Games Fired Its PR Company Based on a Tweet


It seems that a Tweet out of emotion just cost a PR Company its job. The Redner Group, 2K Games PR company, Tweeted the following yesterday in response to many negative reviews for Duke Nukem:

“Too many went too far with their reviews…we are reviewing who gets games next time and who doesn’t based on today’s venom” “Bad scores are fine. Venom filled reviews…that’s completely different”

They then apologized for the Tweet:

“I have to apologize to the community. I acted out of pure emotion. I will be sending each of you a private apology.”
“I need to state for the record that 2K had nothing to do with this. I will be calling each of you tomorrow to apologize.”
“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.”

2KGames just responded with the following Tweets:
“2K Games does not endorse or condone the comments made by @TheRednerGroup and confirm they no longer represent our products.”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.”

Next time someone gets angry, I’d recommend deep breaths and counting to 10 before tweeting something that will get you fired.


Written by: Oly - Senior PR Manager


  1. #1 by Baba0Booey on June 15th, 2011 [ 5938 Points ]

    Well, lesson learned today……Bite your tongue when you think you have something dumb to say.

  2. #2 by Pedro on June 15th, 2011 [ 39949 Points ]

    The inevitable happened. When speaking without thinking, regret is sure to follow sooner or later.

  3. #3 by Tosh on June 15th, 2011 [ 1102 Points ]

    Wow, careful with those tweets people!

  4. #4 by Eddie on June 16th, 2011 [ 44542 Points ]

    Everything I’m reading says that Jim Redner is actually a great guy and knows his products. He just let things get to him this time. Even James Stevenson from Insomniac is saying that the guy is great.

  5. #5 by Paranoimia on June 19th, 2011 [ 1285 Points ]

    Am I missing something here?

    I don’t see why someone from a PR company – a third party – would get so upset about it people not liking the game. I could understand if the comments were from someone at 3D Realms or 2K Games, but… the PR company?!? It surely makes no difference to them at all.

  6. #6 by Eddie on June 19th, 2011 [ 44542 Points ]

    Paranoimia: Am I missing something here?I don’t see why someone from a PR company – a third party – would get so upset about it people not liking the game. I could understand if the comments were from someone at 3D Realms or 2K Games, but… the PR company?!? It surely makes no difference to them at all.  

    There is a thin line between bad review scores and the bad promotion of a game. I know there really shouldn’t be but its true. Besides some PR people take things to heart when they promote the game.


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