Weigel

The story of how Celeb Boutique accidentally tweeted the above comment is not all that important to the Aurora shooting. Obviously. But the company's post-tweet spin reminds me of something.

We are incredibly sorry for our tweet about Aurora - Our PR is NOT US based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic -- we have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets.

Outsourcing! Wasn't it a few years ago that we were all talking about how outsourcing would affect the Obama-Romney race? (UPDATE: Twitter readers encourage me to point out that the company itself is based in the U.K., which mitigates the situation quite a bit. Still, don't farm out your PR to people who don't know the market like you do!)