After the BBC's Gaza correspondent Alan Johnston's release on July 4, Hamas made a great PR on his release. David Miliband, Foreign Secretary praised Palestinian leaders, including Hamas: “I fully acknowledge the crucial role they have played in securing this happy outcome."
You should learn to make such PR moves when necessary. First, encourage somebody (let's call him an X-person) to fulfill a dirty work (= take a hostage etc.). Second, remove/ eliminate the X-person, solve the problem and show/ portray/ present yourself as a great leader/ hero/ liberator.
To present yourself as a great hero, encourage an X-person to fulfill a dirty work, then eliminate the same X-person.