The online world is going gaga over the news that Microsoft’s PR cronies sent an internal briefing doc directly to a reporter. Wired’s Fred Vogelstein gives his first person account here. And of course, Wag-Ed weighed in here. The juicy document is available here.

This entire ordeal is comical and embarrassing to more than a few, but what’s most surprising to me is that I haven’t seen an apology yet. I’m not asking for an apology that the document was created, because briefing documents, in some form or fashion, are necessary. PR’s role is prepare executives for interviews in order to — as much is possible within ethical boundaries — help present our companies and clients in the best possible light.

That said, for a document like this to be sent directly to the author without an IMMEDIATE apology is inexcusable. From Fred’s recount, I’m assuming the apology occurred over the phone with sufficient groveling. But now that this is so public, there needs to be a public apology. No defending, no excuses. Just a simple “we’re sorry we offended you” note.