Remember how we had that discussion last week about knowing where the line is and not crossing it with crazy media pitches? Let us now direct our attention to the latest from Fleishman-Hillard in Canada.

In an effort to promote its client BackCheck, a company that does background checks on prospective employees and others, Fleishman-Hillard in Vancouver sent out a release noting that a check on┬áLuka Rocco Magnotta would’ve given a heads up about anything suspicious. Magnotta has been in the news as the prime suspect in the torture and murder of his lover Lin Jun in Canada. Magnotta then allegedly cannibalized Jun and sent parts of his body (a hand and foot) to political offices.

The F-H release, which was available via Canada Newswire, has since been removed. And F-H Canada’s president and senior partner John Blyth has issued an apology.

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