When you're the editor of the BBC's flagship Newsnight show, you probably don't want to describe one of the guests as "boring" on Twitter.
But that's what Ian Katz did when he tweeted the attempted private message to his 26,000 followers.
Labour frontbencher Rachel Reeves, the subject of his criticism, responded with the single word: "Thanks".
The message, which was subsequently deleted, was apparently a reply to a comment about the programme.
Katz, a former Guardian deputy editor, wrote: "Tnks ... except for boring snoring rachel reeves ... playout was fun tho, wasn't it? telly MUCH netter (sic) than snooooozepapers innit"
He subsequently apologised for the "ill-judged" comment about the shadow chief secretary to the Treasury, which he said was supposed to have been a direct message (DM) to one individual Twitter user.
He said: "Accidentally sent v ill-judged tweet referring to @RachelReevesMP's appearance on NN. Thought was DM but in any circs wrong. Have apologised"
Katz is in just his second week as Newsnight editor.
He replaced Peter Rippon who left the programme in the wake of the Jimmy Savile crisis.