A lot of the time in PR agency land we face the client that doesn't want to give too much away to the journalist lest the company secrets get let out and everything crumbles. It manifests itself in the form of the lack of customer testimonials, reluctance to put forward a stance on topical issues, and unwillingness to talk about new deals - that kind of thing. Here's a good example of a campaign that's turned this situation to its advantage. Twitter got invested in last week. It's going to use the money to grow and launch more cool new stuff (and keep all its staff well-heeled). Twitter's bosses don't want to say too much about what they're going to do next though. It's being reported everywhere in fact that the firm doesn't even have a business plan. Of course it does. It just doesnt want to tell every Tom, Dick & Harry & Jaiku & Pownce what bright idea got it extra funding from the VCs. But a nice way to get some buzz in the absence of enough detail on the company's vision.