Must PR Watch Out for Everything?

Urban Outfitter’s briefly marketed a torn, tattered and red paint splattered sweatshirt with Kent State’s logo on it.  Only one sold (said the article) and now they are “out of stock”.  Urban Outfitters apologized but the faux pas was already executed.  Consider, does this just put Urban Outfitters up in awareness and chatter and therefore, as bad as it is, this is a good thing?  Or is it just bad all the way around?

Shouldn’t the pr function educate all aspects of the company to think about issue anticipation because we can’t be in every meeting or involved in every decision.