On Friday 29 November last year a police helicopter crashed into the Clutha Vaults bar in Glasgow, killing ten people and injuring dozens more. A sad day, and not at all a fantastic marketing opportunity. Except if you're going for the first "Too soon" award of 2014.

The following Tuesday, while rescue services were still pulling people out of the rubble and the death toll was still rising, Scottish firm Morton Fraser published a blog, "The Clutha Vaults Tragedy - is the law up to the job?". It's a helpful summary of how victims' claims for compensation are likely to be treated by the courts, containing gems for which, when the survivors leave hospital, they will no doubt be grateful. Apparently, "customers who escaped the premises physically unhurt but who have been traumatized by the experience may have a right of action for damages. They are classified by the Court as primary victims".

Lest anyone wonder if it was a bit premature to turn the facts of the tragedy into a worked example, or, heaven forbid, mistake the blog for a shameless plug rushed out in time to capitalise on public interest in the Clutha Vaults tragedy, fear not, it all comes from the heart: "Many of us spent the weekend watching the Press reports in shock and disbelief that something like this could happen". Thankfully the author managed to overcome his shock and disbelief long enough to rattle out ten paragraphs, and tweet the blog up the kazoo. The contributions to Twitter strike a different tone to the requests for donations and expressions of sympathy - but hey, it gets the brand out there, people.