The secret of comedy is, famously… timing.
And the same is true of that lesser branch of comedy: PR.
Sometimes there is nothing you can do as a flack. You have a simple brief and timing is against you. Something else breaks and your press release subject line is an object of mirth in the newsroom.
So maybe the PR who sent this particular release through this week took a reasoned decision that the horsemeat scandal would have passed through the nation’s imagination tract by now, and that a charity called “Special Horses for Special Children” would escape with nary a smirk.
Or perhaps… NEIGH!