Berlusconi used to do the same. They know the media cycle and play it to their advantage. It's a sort of "fire and motion" strategy where you keep enemies talking about the previous position while you're already gaining a new one. Anyone can play it, but your "suppressing fire" must be strong enough to distract effectively; that sort of bombastic bravado doesn't come naturally to "reality-based" personalities on the left who are constantly walking a tight rope between very different positions in their base.