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2K issued its own tweets: "2K Games does not endorse or condone the comments made by @TheRednerGroup and confirm they no longer represent our products...We maintain a mutually respectful relationship with the press and will continue to do so.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 $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

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.