Last week we reported the now-former PR agency for Duke Nukem Forever lashed out on Twitter over reviews, and consequently, was given the boot by publisher 2K Games. The Redner Group, as the agency is known, has responded properly with a Wired article, shedding a lot of light on the situation.
As it turns out, founder and sole operator Jim Redner was actually concerned with only one review -- the wording was such to protect the site and writer in question out of integrity. Redner explains he's entirely respectful of a review provided it's fair, regardless of the score or opinions. The case with this particular review, he says, is not only unfairness, but hatred.
"I was working late and received an e-mail from my former client, 2K, asking if I had seen one particularly negative review of Duke Nukem. I would like to stress that the e-mail from 2K only pointed out the diatribe. The e-mail did not contain covert instructions on how to post something insidious on Twitter."
"I read the review. It was a scathing diatribe masked as a review. Hate is a strong word, but I believe after reading his review it is fair to say that the reviewer hated the game."
"[His] story was downright mean spirited. It’s as if the reviewer had a grudge and finally found an outlet to unleash his hostile brand of negativity. The review goes so far as to disparage the people who poured thousands of irreplaceable hours of their life, spent absent from families and loved ones, into the creation of this game."
Redner has no problem admitting he made a huge mistake, and notes he's paying for it big. In this case, both parties were at fault, but Redner says he's learned; we can hope the same for the writer, provided the claims are true.
In any case, it's a fascinating and rare look inside the world of public relations, so hit the source if you're into what happens behind the scenes.