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It wasn't so much the large cauldron of hot water steaming over a slow fire that came as a surprise-people did laundry and made soap that way all the time-but the fact that Luke was sitting in it, like a cartoon missionary in a cannibal camp, wearing his hat and nothing else.He smiled through the rising vapor, but she saw the knowledge of Jonah's illness in his eyes, and it touched her in a way words of sympathy could never have done. "You'll pardon me," he said, tipping his limp hat, "if I don't stand."In spite of all the sorrow and distress of past days, Charity laughed. "I won't ask why you're taking a bath in the dooryard in the bright light of day," she said, dismounting but keeping a cautious distance, "but I will surely perish of curiosity if you don't explain the hat."The grin widened. "Habit," he said. "Pure habit. Guess I've been a bachelor too long-getting set in my ways. Would you mind adding a few chunks of wood to the fire? I don't want the water to get cold."Charity complied, though her nerves were rattled and her heart was thumping away in the pit of her stomach. "Mind you don't stay in there too long," she fussed. "You might just boil right down to the bone, like a stewed chicken. Doesn't the bottom burn your-feet?"The brim of the disreputable hate moved upward as Luke raised his eyebrows. "You could always join me in here and find out for yourself," he suggested. book-quoteThe work I do is not exactly respectable. But I want to explain how it works without any of the negatives associated with my infamous clients. I'll show how I manipulated the media for a good cause. A friend of mine recently used some of my advice on trading up the chain for the benefit of the charity he runs. This friend needed to raise money to cover the costs of a community art project, and chose to do it through Kickstarter, the crowdsourced fund-raising platform. With just a few days' work, he turned an obscure cause into a popular Internet meme and raised nearly ten thousand dollars to expand the charity internationally. Following my instructions, he made a YouTube video for the Kickstarter page showing off his charity's work. Not a video of the charity's best work, or even its most important work, but the work that exaggerated certain elements aimed at helping the video spread. {In this case, two or three examples in exotic locations that actually had the least amount of community benefit.} Next, he wrote a short article for a small local blog in Brooklyn and embedded the video. This site was chosen because its stories were often used or picked up by the New York section of the Huffington Post. As expected, the Huffington Post did bite, and ultimately featured the story as local news in both New York City and Los Angeles. Following my advice, he sent an e-mail from a fake address with these links to a reporter at CBS in Los Angeles, who then did a television piece on it-using mostly clips from my friend's heavily edited video. In anticipation of all of this he'd been active on a channel of the social news site Reddit {where users vote on stories and topics they like} during the weeks leading up to his campaign launch in order to build up some connections on the site. When the CBS News piece came out and the video was up, he was ready to post it all on Reddit. It made the front page almost immediately. This score on Reddit {now bolstered by other press as well} put the story on the radar of what I call the major "cool stuff" blogs-sites like BoingBoing, Laughing Squid, FFFFOUND!, and others-since they get post ideas from Reddit. From this final burst of coverage, money began pouring in, as did volunteers, recognition, and new ideas. With no advertising budget, no publicist, and no experience, his little video did nearly a half million views, and funded his project for the next two years. It went from nothing to something. This may have all been for charity, but it still raises a critical question: What exactly happened? How was it so easy for him to manipulate the media, even for a good cause? He turned one exaggerated amateur video into a news story that was written about independently by dozens of outlets in dozens of markets and did millions of media impressions. It even registered nationally. He had created and then manipulated this attention entirely by himself. book-quote