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Bad PR is a strange thing. In new companies, it can generally be used as a learning curve, and damage control is possible. But what happens when a supposed PR 'expert' breaks out of the concept's core values and throws themselves to the mercy of the Twitterverse?
Mufadal Jiwaji used to work as a graduate trainee at Public Relations firm Hill+Knowlton Strategies. Tweeting about Grace Dent, TV Critic at the Guardian and restaurant reviewer for the London Evening Standard, he serves as a wonderful example of how not to blend PR and social media.
The Public Relations firm kept quiet about the Twitter conversation, but considering Jiwaji's swift apology, the lesson was quickly and painfully enforced.