Donny Deutsch is making headlines, but not for good reasons.

The advertising executive was on MSNBC’s “Morning Joe” program Friday morning, where he was talking about the Occupy Wall Street movement.

What the movement really needed, Deutsch said, was something like the events of May 4, 1970, at Kent State, when National Guardsmen killed four students when they opened fire on demonstrators protesting the Vietnam War.

#KWourview

“The other thing it needs, and I don’t want this to come out the wrong way — not needs, but what will happen — if we think back to the late ‘60s, what is the most stirring image of all the rebellion that happened? What do we remember? Kent State.”

Deutsch quickly clarified and said that he didn’t mean that someone would have to be killed, but by then it was too late. The “Morning Joe” co-hosts, Joe Scarborough and Mika Brzezinski, were clearly uncomfortable after the comments and tried to move away from the subject.

It’s pretty insensitive for Deutsch to even say such things, let alone on cable television. If the May 4 shootings proved to be such a turning point for Deutsch, he should surely understand that emotions surrounding the event are still sensitive.

What’s really irritating is the fact that Deutsch used the tragedy to make an underlying point that just didn’t really make sense. It was one of those did-he-really-just-say-that moments.

If we had to speculate, Deutsch probably made the comments to gain notoriety so that people remember his name. It’s certainly not the first time a cable news guest said something crazy to get people talking. Ann Coulter does it everyday.

The above editorial is the consensus opinion of the Daily Kent Stater editorial board.