If I were a pastor of a tiny church and was seeking cheap publicity for my startup, I now know exactly what to do, thanks to Florida Pastor Terry Jones: hold an “international burn the Koran day,” and the news media will do the rest.

Now this is not, of course, to endorse the idea of burning the Koran as a public statement—that, I think, is probably not the wisest apologetic tactic. And now after personal visits from the FBI and promises from Muslim leaders that the ground zero mosque will not proceed, Jones has called off the event. But there are still some lessons to take away.

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