Media Relations: Online game firm hits back at Sony

Online games seller ElectricBirdLand has used the media to deal a blow to Sony over distribution of the electronics giant's new portable games console.

The row erupted after Sony served cease and desist orders on internet retailers selling the company's PlayStation Portable, claiming infringement of trademark.

ElectricBirdLand hired Rainier PR to hit back with a release pitched to the trade and national media.

Rainier director Gareth Davies said the cease and desist orders hid the fact that 'key technologies, trademarks and software' used in the product had not yet been registered in Europe.

Rainier secured a front-page lead with gaming magazine MCV, as well as stories in Reuters and Times Online.

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