Good PR will get your client noticed and the professional will remain nameless. Bad PR will get the client under public scrutiny and the professional almost certainly fired. THQ, the video game company behind the new game, Homefront ,is most likely handing out pink slips in the PR department. The video game is based on a fictitious plot where the United States has lost its position as a world power and is occupied by the nearly formed Great Korean Republic. In an attempt to promote the game's release and send a message of peace to North Korea, THQ released a thousand balloons over San Fransisco Bay. However, due to poor planning and inclement weather, the balloons never got off the ground...literally.

The weather made it impossible for the balloons to get farther than the bay before they dropped into the water, causing outrage among locals and environmental groups. The bay has been plagued with environmental problems, prompting criticism from the organization, Save the Bay. Initially, Gamestop, the video game retailer, was accused of the publicity stunt but denied allegations all together. THQ was then forced to step up and take responsibility with this statement:

The balloons released at the Homefront rally event today were made from a 100% organic product and are 100% biodegradable. The balloons have no history of causing any environmental pollution on land or in water. Although we're confident that there will be no harm to the environment, we've retained a clean up crew to remove any potential lingering debris. This was a THQ-sponsored promotion and GameStop had no involvement, whatsoever.

So where did THQ go wrong in an attempt to promote Homefront? Well first, THQ failed to research before it decided to pull the publicity stunt. Had it been aware of the environmental situation in San Francisco Bay, it would have first talked with groups, such as Save The Bay, to let them know that all the balloons are biodegradable. It would have saved the THQ the tarnished reputation in which they were called environmentally reckless. Second, THQ failed to check the weather. Had they checked the weather and had a reliable meteorologist, they would have been advised to reschedule the event for another day.

But THQ's promotional blunder wasn't all bad. I applaud the company for stepping up and taking responsibility for their actions. Even still, it all goes to show that research is the most important step of the communication plan. It establishes a baseline for your plan and gives it a fighting chance to get off the ground.