Kate Middleton Prince William In a very public attempt at damage control, the Australian radio station behind the prank call to Duchess of Cambridge Kate Middleton’s hospital has issued an apology, suspended the DJs involved, and now looks to take further steps to rescue its reputation.

While we hesitate to draw a line between the call and the subsequent suicide of the nurse/receptionist who answered it, the station has also agreed to donate all advertising profits from now until the end of the year to the woman’s family (according to a statement, the donation will amount to at least $500,000). While this offer is incredibly generous, we have to say that it all feels like “too little, too late.”

Now Australian PR man Lyall Mercer of Mercer PR weighs in, writing that both the station and the hospital should have been able to foresee the risks of their actions. First, he thinks that the hospital, knowing that any security breach would attract widespread attention, should have developed specific policies “to protect the world’s most famous people”.

We’re not quite sure we agree with that sentiment because the hospital is a public health facility, but we certainly do believe that producers at the station “should have read the future better”, because “even if the prank ‘succeeded’, there was still the real possibility of a nasty public backlash due to the fact that they called a hospital”.

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