1. Fame management: There are two ways to do this, either take the TE Lawrence, Pynchon, or JD Salinger route of publishing sparsely—Lawrence did a limited print run of “Pillars” to crate excitement—then retreat into obscurity to make people chase you.
3. The worst route, taken by most people & companies, is to selectively control your image by withholding certain info & only putting out “good news” at a moderate rate. This is boring, since it neither creates mystery nor constant drama. People dislike petty concealment.