As Age ‘Enterprise’ blogger Valerie Khoo looks at the PR perils of the online environment for SMEs, underwear maker aussieBums provides an example of said perils. The Oz company has had to make an unreserved PR apology after presuming that Scotland’s favourite global motorbiker and actor Ewan McGregor would be cool with them saying he’d lend his support to their Wonderjock undies, designed to put the XX into boxer shorts. “No help needed in that department,” his publicist reminds us, but not in a Rebecca Loos kind of way. Far from a PR gaffe, aussieBums are prob delighted with it rating a mention in the mee-jah.

McGregor tries on a pair that’re still a little too tight.