Once during a lawsuit I needed to get some information into the public discussion of it, so I dashed off a fake internal memo explaining the company’s position, printed it out, scanned it, and sent the file to a bunch of blogs as if I were an employee leaking a “memo we just got from our boss.” The same bloggers who were uninterested in the facts when I informed them directly gladly put up EXCLUSIVE! and LEAKED! posts about it. They could tell my side of the story because I told it to them in words they wanted to hear. More people saw it than ever would have had I issued an “official
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