With the sad, sad news that 2DayFM’s ‘Crank Yanker’ style publicity stunt may have lead to the death of the reception nurse who took the hoax phone call, station owner Austereo now has a global PR disaster on its hands. Social media is reported to be ablaze with anger and revulsion at the prank, and the way the station is handling the fallout of the stunt; the company Facebook page has been swamped with critical posts and Twitter in the UK has trended heavily against the DJs Mel Greig and Michael Christian. Meanwhile, a braggadocio video from Mel and Michael puffed with pride just after their hoodwinking call has now been deleted from the station website. In any publicity-seeking situation, organisations have to ask “what’s the worse thing that could happen?”. While impossible to predict the death of someone involved in a hoax call, the sensitivity and protectiveness that exists for the UK’s royal cohort might have suggested this was one fear and self-loathing promoting scenario that required some taste and restraint. RIP Jacintha Saldanha.