One of Alva’s greatest insights was to recognize the power of the press, and as she schemed with McAllister on the plans for the ball, she used her instinct for publicity carefully. She arranged for details to slip out—a whisper here, a hint there. Anonymously sourced tidbits of information bubbled up in the press. First, she let slip the rumor that the ball would take place after Easter, well past when the usual social season was over. Alva arranged for the rumors to be officially confirmed the week before Lent, which meant an entire month of not much happening during which anticipation could
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