Whether you cover the NBA in general or the Brooklyn Nets in particular, I don’t know how you could possibly function without the zealous support of the Nets’ PR dept., best exemplified by the mind-blowing (numbing?) @Nets_PR twitter account. Whether marking Andre Blatche’s 400th career block, Brook Lopez’ 2000th career field goal (remember where you were when that happened?) or noting “#Barclays Kiss Cam proposals now a perfect 4-4 on the year, #Nets undefeated in such games”, nothing gets past club PR director Calder Hynes. Sadly, the @Nets_PR feed has gone dark, as The Brooklyn Game’s Devin Kharpertian details :

Nets PR, the Brooklyn Nets public relations Twitter account famous for posting absurdist, light-hearted, sometimes sardonic tweets like “The Nets are 32-0 when outscoring opponent (sic) this season,” “That’s the 11th time Reggie Evans has lost his headband this season (career high),” and “Lopez has 12 points tonight … Brook has 10 of those on 5-7 shooting” when Brook played twin brother Robin, hasn’t posted a tweet since February 28th — a mundane note about Tornike Shengelia’s D-League performance.

That’s because the Nets organization has decided to go in a different direction with how they use their PR account — specifically, changing the voice that represents the team’s public relations. The Nets want a unified voice from their public accounts, a voice that the PR account’s nature didn’t align with.

This isn’t the first time the Nets have had issues with their social media voice. On February 6th, a light-hearted tweet about Brook Lopez’s sad demeanor after a loss was accidentally sent out from the official Brooklyn Nets account and quickly deleted. A fan screencapped the tweet and sent it multiple times to Nets CEO Brett Yormark and GM Billy King (among others), demanding that the person running the account be fired for the error.