PR professionals have called David Cameron's PR sensitivity into question after the Tory leader made an Absolute twit of himself with a foul-mouthed wisecrack about social media site Twitter live on Absolute Radio.
The prospective PM twice slipped up on the independent radio station's early morning show by using language highly inappropriate of someone that expects to be leading the country within the next 12 months.
When breakfast show presenter Christian O'Connell asked Cameron what he thought about Twitter, the ex-Etonian said that the trouble with Twitter was that too many twits made a tw*t.
Greeted by cries of laughter around the studio, the normally media-savvy politician slipped up again moments later by saying that the public had a right to be p***** off with MPs following the expenses scandal.
But he was soon laughing on the other side of his face when the hungry media vultures quickly swooped in and left him with no alternative but to issue an immediate apology.
Mr Cameron may well have reflected the sentiments of many of his potential voters, but he should know by now that people will remember the interview for his language rather than for any valid points he made.
As a serious politician Cameron made a clear error of judgement by attempting to adapt his tone to appeal to younger voters- something that may well come back to haunt him.
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