PR Fail: Local News Shames Air Canada Rep On Live TV

Today our sister site TVSpy delivers a hard-learned lesson to PR pros everywhere: make sure you know where your emails are going.

Seems a reporter at Sacramento CBS affiliate KOVR wanted a comment from Air Canada about a story involving a passenger’s lost dog, but spokesperson Peter Fitzpatrick had more important things to do—namely, dismiss the station and the story altogether. Unfortunately, he included the inquisitive reporter on the “whatever” email he sent to a co-worker. Here’s the offending text:

“I think I would just ignore, it is local news doing a story on a lost dog. Their entire government is shut down and about to default and this is how the US media spends its time.”

So he brushed off the woman who lost her dog, the station reporting on the story and the country in which the story occurred in two sentences. We’re even more fond of the way the station aired the email as part of its follow-up report and wondered what Air Canada would do once they realized their mistake. Embarrassing video after the jump.

This story is all kinds of wrong…and we don’t even like greyhounds. It reminds us of the time a certain “organization” made an even more epic email error.

UPDATE: Today Fitzpatrick told The Toronto Star that “I guess I’m the poster child now for Be Careful With Email.” For a few days at least.