Working in PR, we are often at the mercy of reporters, editors, reviewers, bloggers who look at products from our clients and pass judgment.
Yesterday, while looking at Twitter, I saw one of the promoted trends was “#AlwaysBetOnDuke” which was an ad for the upcoming release of Duke Nukem Forever.
Ideally, you should never be ‘surprised’ by a bad review if you are in contact with the reviewer during the process to answer questions etc. If a review is going to be bad, you usually can tell ahead of time, but sometimes with a well-known or anticipated product, a snowball grows and there is nothing you can do to contain it.
Apparently this was too much for the PR firm representing the game and they sent out the following tweet:
This implies that a reviewer who publishes a negative review is less likely to receive a preview copy in the future. Like a lot of things in PR, even if you think this, you don’t say it out loud.
PR and media work in a symbiotic world. We need each other. Sometimes you may not like what the other sides does, but it’s best to keep it to yourself.