[cpeterso]

> 3. Burn it. - Let the lesser known news sources get the scoop so the big news sources won't want it.

That's any interesting tactic. Do you have a good example of a company "burning" bad PR?

[chickenboot]

There's a famous (in the UK) example of how prevalent it seems to be in politics: a Labour aide, Jo Moore[1] eventually had to resign after issuing a memo on 9/11 basically saying "today would be a good day to bury bad news"

[1] http://en.wikipedia.org/wiki/Jo_Moore