Say / do something sensational (Dealing with the media)

Examples
- Elon Musk
  - "A Million Humans Could Live on Mars By the 2060s"
    - http://news.nationalgeographic.com/2016/09/elon-musk-spacex-exploring-mars-planets-space-science/
- Donald Trump
  - https://www.washingtonpost.com/news/book-party/wp/2015/06/17/how-donald-trump-plays-the-press-in-his-own-words/
    - Give them controversy
      - One thing I’ve learned about the press is that they’re always hungry for a good story, and the more sensational the better. It’s in the nature of the job, and I understand that. The point is that if you are a little different, or a little outrageous, or if you do things that are bold or controversial, the press is going to write about you. I’ve always done things a little differently, I don’t mind controversy, and my deals tend to be somewhat ambitious. Also, I achieved a lot when I was very young, and I chose to live in a certain style. The result is that the press has always wanted to write about me.
    - Even bad coverage is still good
      - When I bought the land in 1985, many people, even those on the West Side, didn’t realize that those one hundred acres existed. Then I announced I was going to build the world’s tallest building on the site. Instantly, it became a media event: the New York Times put it on the front page, Dan Rather announced it on the evening news, and George Will wrote a column about it in Newsweek. Every architecture critic had an opinion, and so did a lot of editorial writers. Not all of them liked the idea of the world’s tallest building. But the point is that we got a lot of attention, and that alone creates value. . . .