What I will state is this:
Define your goals. Plan a way to effectively achieve those goals. Do an 'after-action' report to gauge the effectiveness of those plans. Adjust, adapt, and then repeat.If your goal is to maximize media exposure, regardless of reaction or outcome, then you take the negative with the positive and live with the result. If your goal is something else, then it would help to state it in advance so that the reaction can be tempered in the context of the desired outcome.