Boris Johnson is another. He once wrote about the insight of his Australian campaign mastermind Lynton Crosby who perfected the “dead cat on the table” strategy. When you wanted to avoid an issue, you said something outrageous – throwing a dead cat on the table, so to speak – to change the media cycle.
Back then it was a temporary diversionary tactic. Now, though, the tactic has become akin to cat armageddon: dead cat after dead cat after dead cat. Keep manufacturing outrage. Never apologise. Soak up all the free media coverage you can get.