Public relations (PR) professionals help a business or individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements (Forsey 2018). When in crisis, it is a PR professional’s duty to defend their client’s reputation. A common way to do this is by using effective public relations theories. In this visual essay, I will discuss the recent scandal involving publisher 2K Games and their video game Borderlands 3 and look at how ‘The Excellence Theory’ (a distinct PR theory) impacted the reputation of 2K Games. Looking at multiple Borderlands 3 paratexts of the game and reviews on the scandal I will perform a critical analysis using the political economy, technical strata and modality to argue why effective PR practices are important in handling a corporate crisis.
- 2K Games and SupMatto Scandal
Borderlands 3 is an action role-playing…
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