- Get some idiot to say something offensive or controversial.
- Ensure controversial statement offends someone who has a fairly organised lobby group.
- Lobby group will, with only the best of intentions of raising awareness of its particular barrow, issue a public statement demanding an apology.
- Don’t apologise. Draw out the process for as long as possible without issuing an apology until the media gets bored.
- Reap free publicity, even on your competitors’ news services.