Under the right circumstances, I'm not opposed to doing the unorthodox (I might skip the botnet though), and I agree that hustle is important and getting media attention is good. I just wanted to share some of the obvious stuff that jumped to mind immediately.
You saying that reminds me of another resource of interest: Ryan Holiday's book Trust Me, I'm Lying: Confessions of a Media Manipulator.[1] There's some interesting stuff in there about manipulating the media. You could almost think of it as "black hat PR".
