Sentence:  Gaber (2000, p. 512) has explored and listed distinct techniques deployed by communications managers to cajole journalists and set the agenda,  ranging from efforts to plant a story, to activities of' <WSD>'firebreaking</WSD>' aiming to divert the media's attention from a potentially negative story. 
Meaning of the word marked with <WSD> tags:  To direct media attention at a a second story in order to minimize the impact of an embarrassing story.