Misaligned communications: The PR killer

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1. Lessons from the Nintendo Switch 2 pre- and post-launch

Prior to releasing the latest handheld console, Nintendo leveraged strategic media control and limited press previews, fueling hype. The strategy allowed leaks and influencers to do the heavy lifting. Combined with limited inventory and invitation-only pre-orders, the scarcity tactic heightened demand and community anticipation.
Despite the pre-launch hype, critics quickly noted several complaints, including a lack of launch-day exclusives, battery life issues, pricing concerns, and the absence of OLED options. Former Nintendo communications staff said the launch messaging “did not manage expectations,” contributing to the post-launch disappointment.
The Switch 2 launch is a PR case study in how hype can be erased without realistic communication.

Social media company X hired its third PR lead within a year. The revolving door of leaders at X (formerly Twitter) should serve as a warning to communication professionals. The rapid turnaround illustrates how unclear internal alignment and unpredictable executive-led cultures can undermine even seasoned communicators.
Elon Musk and X CEO Linda Yaccarino continue to dismiss traditional news media. However, hiring vetted PR leads sends a mixed message internally and externally.
The turmoil within the X executive staff serves as a cautionary tale for PR professionals to perform due diligence in defining success metrics, understanding leadership expectations, and preparing for cultural headwinds.

Earned media and hype are powerful tools that must be grounded in realistic messaging and aligned with leadership communication.
Whether it's building hype without managing expectations or misaligning public communications with reality, disjointed communications is a PR killer.
Axia’s team can formulate tailored PR strategies to align your communication and enrich your customer experience. Just ask me how we can help.