MistakeYesterday, I wrote about a bizarre Twitter exchange I had with Secret founder David Byttow where he suggested that he only needed to address concerns over his apps potential to cause teen suicides if the issue threatened to become a significant PR crisis.

In an unfortunate case of “be careful what you wish for,” the exchange quickly made the front page of the Huffington Post leading to exactly the kind of PR crisis Mr Byttow was apparently waiting for.

To make matters even worse, Secret’s head of communications, Sarah Jane Sacchetti decided to weigh in with what must be the most breathtakingly un-self-aware tweet typed by a communications professional all year.

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Unsurprisingly, Sacchetti’s tweet prompted a second wave of outrage, this time focusing on the irony of someone who works at an app designed to enable users to write horrible things without accountability complaining of that exact same thing.

Tonight, in response to that backlash, Sacchetti has written a blog post on Medium. In it, she apologizes for her “careless and flippant” words which “have caused a long stream of reactions and projections.”

“You’d think a marketing professional with nearly 15 years of experience of political campaigns, crisis communications and startup failures would know better. Most days, you’d be right. Yesterday was not one of those days.”

You can read the entire mea culpa here.

Update: Campaigner says Secret was “too busy raising money to care” about teen suicide warning