The result of trying to suppress information which has the opposite effect of spreading the information further.
I.E. A celebrity sees a picture of themselves on the internet that they don’t like. Instead of ignoring it, they actively try to suppress it which only serves to bring more attention to it, thus exposing it to far more people than would have seen it had it been ignored.
Yeah, an announcement isn’t really part of it. The attempt to suppress information being what ends up amplifying it is the crux of it.