Woody Woodpecker would be so proud. He was an instigator to say the least. You “could” be too when it comes to getting attention for your business or brand.
As long as there is no harm or foul, embrace your inner troublemaker. Encourage bloggers and the media to argue about who you are, what you do, and if they like or don’t like the way that you are doing it. If somebody says you’re a cheater, use that as an opportunity to write an op-ed about why you are not a cheater and keep the debate going.
Remember, you want to be the catalyst for arguments and let them go viral. Don’t personally get in the middle of a pissing match by yelling and screaming — let others do the debating for you.