8. Seek balance, particularly where none is warranted…It is therefore important to present "both sides" of every story, even if one side lacks any empirical support and is populated only by a tiny minority of scientists (or better yet, denialists and cranks).…

9. Obscure the methods and conclusions of the study as much as possible.

Try not to give many details about the study. A simplistic analogy is much better than actually describing the methodology.
Better yet, don't discuss the methods at all and simply focus on your own interpretation of the conclusions.…

10. Don't provide any links to the original paper.

If possible, avoid providing any easy way for readers (in particular, scientists) to access the original peer-reviewed article on which your story is based. Some techniques to delay reading of the primary paper are to not provide the title or to have your press release come out months before the article is set to appear.