Scientology, the controversial religion started by sci-fi writer L Ron Hubbard, has never really been on good terms with public relations – not the positive kind, at any rate. When it’s not making headlines for its cult-like, money-driven operations or its outrageous claims regarding telepathy and telekinesis, its celebrity converts are more than happy to give it some disaster to deal with.

Tom Cruise is the most famous Scientologist in the world; he’s reportedly reached the upper echelons of the church and is rumoured to be just about the highest functioning thetan there is – the telekinetic, telepathic kind who can cure diseases and overcome problems with the power of his mind (almost like Charlie Sheen when he’s winning).

In December, N-Control’s reputation was in serious jeopardy after a string of emails was published by influential gaming comic site Penny Arcade. The emails revealed a rude response from their representative Paul Christoforo to a customer’s legitimate inquiry about receiving his N-Control Avenger order. Since then, N-controller has taken serious steps to try and rectify the damage Christoforo caused and fired him, of course.

The whole back-and-forth between the custome, Christoforo and Penny Arcade’s Mike Krahulik is a good example of how not to do public relations! PR representatives are the link between a customer and a company and they should be aware of their responsibility towards the image of the company. The customer’s input should always be valued unless it is truly malicious. Christoforo went from aloof, vague responses to personal, attacking comments. The customer was not only taken aback, but others in the gaming community also could not believe his audacity and the emails went viral.