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June 17, 2011

PRSA Response to PR Firm's Threat Over Reviews of 'Duke Nukem' Video Game

Writing on,, Ragan's PRDaily and other technology and marketing websites, the Public Relations Society of America (PRSA) issued the following statement regarding a tweet from the account of public relations firm Redner Group in which it threatened to blacklist reporters and/or media outlets that wrote negative reviews about client 2K's "Duke Nukem Forever" game:

While it is unfortunate that The Redner Group took to such a public forum to publicly rebuke media outlets that had negatively reviewed Duke Nukem, it is encouraging that the firm realizes its remarks went too far and were detrimental to the positive relationship that businesses and the media must foster.

The blacklisting of reputable media (or the threatening to do so) because of negative reviews or commentary is most certainly not what comprises ethical public relations practices, and is not something we condone for our members or the broader profession.

From an ethical public relations perspective, we advocate for businesses to both respect the media and to be open to providing accurate information in a forthright manner to all media outlets that request such information. Threatening to punish publications that do not write favorable reviews for a product or service goes against a core tenet of ethical public relations regarding the protection and advancement of the free flow of accurate and truthful information that is essential to serving the public interest and contributing to informed decision making in a democratic society.

Keith Trivitt
Associate Director of Public Relations
Public Relations Society of America

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