What you receive may not always be to your liking but, as any good PR Specialist will tell you, receiving negative feedback, as well as the positive ones, should be equally welcomed and acted upon in a positive manner.  Case in point, the recent alleged sacking of US PR firm, The Redner Group Limited who handled the PR for @2K Games, the developer of @Duke Nukem.  The PR firm received poor reviews of the latest version of the game and showed their displeasure by going on Twitter to inform Reviewers that they would not be receiving review copies from them again stating “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.”  This appalled 2K Games who also went on to Twitter to inform people that Redner no longer represented them.

What Redner should have done, in my opinion, was to engage with and acknowledge the Reviewers’ concerns, ask how they thought the game could be improved, inform that their concerns would be taken on board and Thank them!  This would show transparency, possible improvement in the game resulting in a better end-user experience and, above all, that honest reviews (not selected ones) were obtained. Thus enhancing their client’s Brand Reputation as well as their own.
 


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