"Another option is for the businessperson to learn the art of dealing with the media, using all the tricks that go with that trade - such as the false defeat: when a person seems to lose, in order to gain public sympathy, or the false triumph: where a person seems to win in order to appear strong - thus giving credibility to any number of dubious propositions that person may wish to make in the future.
"Neither of these ploys are examples of the use of true facts, rather of false facts given to the media to chew on, much as a dog chews on a bone.
"Another useful ploy is the false accusation.
"First, create a situation where you are wrongly accused.
"Then, at a convenient moment, arrange for the false accusation to be shown to be false beyond all doubt.
"Those who have made accusations... become discredited.
"Further accusations will then be treated with great suspicion.
"Always remember that people's memories are very frail, remembering only both the high spots and the lows of a person's career, and then seldom remembering accurately.
"People believe in the facts that it suits them to believe."
"The New Machiavelli: The Art of Politics in Business" - 1999 by Lord McAlpine, pp176.