Too Much Authenticity Is Not What the People Want


On the Redner Group's Web site is the text of a tweet: "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."

It's a small-print mea culpa for a Twitter post that cost the PR agency its client, 2K Games. Redner Group, reacting on June 14 to negative reviews of the 2K game "Duke Nukem Forever," tweeted that "too many went too far with their reviews...we r reviewing who gets games next time."

Cue the proverbial media firestorm.

The next day 2K issued its own tweets: "2K Games does not endorse or condone the comments made by @TheRednerGroup and confirm they no longer represent our products...We maintain a mutually respectful relationship with the press and will continue to do so.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."

It's a commonly held belief now that PR pros need to approach social media differently than the old one-way delivery of information and content. The emphasis should be on engagement and speed and authenticity of voice. Well, the offending tweet from the Redner Group certainly engaged with audiences, was probably written very quickly and has the ring of total honesty. It came straight from an angry heart.

As we've said here, it's just too easy to let yourself go on Twitter and Facebook. Pure, naked honesty and "authenticity" does not play too well in a business setting, and Twitter is as much of a business setting as a corporate boardroom.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.