Quick get the interns away from the official twitter accounts! The twitter accounts are very powerful megaphones in your brands voice these days.

When Wired reported : "Duke Nukem’s PR Threatens To Punish Sites That Run Negative Reviews" the web and media went nuts. The bad tweet read: "Too many went too far with their reviews … we r reviewing who gets games next time and who doesn’t based on today’s venom."
The sentiment isn't new, give a bad review and you'll fall further down on the list of people who gets review copies. We all know this, what's shocking was that the tweet came from the official account. It was deleted right quick and an apology quickly appeared. "I have to apologize to the community. I acted out of pure emotion. I will be sending each of you a private apology." Too late though as Zdnet and Adage both report that Redner Group just lost their biggest client - over that tweet.

ZDnet: Twitter tantrum sinks Duke Nukem Forever PR agency - Adage : Redner Group Loses Biggest Client Over Tweet

Coincidentally, Gearbox finished the game later than they first anticipated. The collective eyeroll from game journalists around the world set the Earth off its axis momentarily. - Zdnet

James Redner, who had worked with the company since 2009 on various projects and who had most recently handled media relations for the launch of "Duke Nukem Forever," has apologized for his actions numerous times on Twitter. He told Ad Age, "I used a public forum to voice my complaints and I know better. I poured my soul into the project and when I read the review I felt like a father trying to protect his son. In hindsight, I should have approached the writer directly." - Adage

2K issued a statement: "2K Games does not endorse or condone the comments made by @TheRednerGroup and confirm they no longer represent our products.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." - Adage