How Not To Handle PR After A Tragedy

A number of tone deaf remarks were made following the Colorado theater shooting.

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At least three flacks have got to be kicking themselves after tweeting or E-mailing out tone deaf messages following Friday's midnight shooting in an Aurora, Colo. theater, which killed 12 people and injured 59.

Early this morning, as news of the fatalities came in, @NRA_Rifleman, a Twitter account representing the magazine of the National Rifle Assocation, tweeted: "Good morning, shooters. Happy Friday! Weekend plans?"

The tweet was later pulled down, followed by the deletion of the entire Twitter account.

A NRA spokesman told CNN that a "single individual, unaware of events in Colorado" tweeted the comment.

Movie ticket service Fandango was the next to send out an insensitive message. On Reddit, a woman who said she was in the theater during the shooting posted an E-mail she received from Fandango Friday morning.

"How did you like the The Dark Night Rises? ... Did you laugh? Cry? Scratch your forehead? We want to know what you think," Fandango's E-mail, which was likely automated, read.

Fandango did not respond to a request for comment.

But perhaps the most egregious slip up came from fashion site Celeb Boutique, which wrote on Twitter Friday afternoon, more than 12 hours after the shooting:

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Celeb Boutique later deleted the tweet and apologized, saying "our PR is NOT U.S. based and had not checked the reason for the trend... our most sincere apologies."