Before the class visit, Ewen met with both the reporter and the class separately. Ewen advised the reporter to a) not bring a photographer to class or take any pictures herself, b) that he did not tell the class she would be coming to avoid disruption, and c) to blend in as if she were a student herself.
On the other hand, Ewen told the students exactly who the reporter was, when she was coming, and why. He did this to show an example of true public relations. True public relations are not spontaneous. They are planned, which is exactly how Ewen wanted it to happen, for the means of being reported. This allowed Ewen to teach the class some techniques outlined by Edward Bernays, as well as succeeding in giving the reporter the exact interesting story she was looking for, which is the way public relations works.
Social History of Spin 