Mistakes happen, ask Jim Naughtie.

It’s how you respond to a crisis that matters, and although Jim committed the worst spoonersim possible with poor Heremy Junt’s name does the person responsible for the BBC “Today” programme’s twitter account need a little crisis PR management refresher?

If you have a PR crisis:

* Don’t panic

* Don’t be flippant

* Don’t deny a mistake

Was the BBC R4 tweet which came a few minutes after the incident, and a few minutes before Naughty Jim’s on air apology, an inspired/humourous flash of genius or did it break cardinal crisis management rules?

here’s the tweet:

r4today BBC Radio 4 Today
Yes, your ears deceived you. Move along now, nothing to see here…

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