When the PR creates some avoidable bad PR

http://www.guardian.co.uk/media/greenslade/2011/jun/15/local-newspapers-twitter
I’m absolutely amazed that this council PR, not just a junior but the body’s comms chief, tweeted what he did.
While the paper’s response had been more than a little po-faced and OTT, the initial act was at worst silly in its tone.
Maybe the PR chief got lost in the informality of a tweet. But you would expect someone at that level to think before hitting Enter.
More than that, isn’t it surely his job to build close relationships with the media so that spats like this don’t happen? If that had been the case, the reaction would have been less serious in its tone.