First, you throw out a completely baseless but incendiary charge. Then, when you're challenged to come out with some evidence that the charge might be true, you say you don't have any, but that "a lot of people" are talking about this, so it's up to your opponent to "come clean" and disprove the allegation. Since it's very hard to prove a negative, he probably can't. Then, you don't apologize, but you quietly back away from the charge, still hinting that your opponent must have something to hide but saying you're "going to take the high road" and not pursue the matter farther. By then, of course, some of the mud you've thrown will have stuck, despite the fact that you know very well there's nothing to the charge and never was.
If you have any scruples, you won't follow this strategy, but we're talking about President Obama.
Obama Spokesperson: Er, Yeah, Maybe Jumping on That "Felony" Thing Was a Little Hasty
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