He wrote about this tactic in at least one of his books...intentional spelling errors and made-up words make editors do knee-jerk coverage of said "errors", thereby garnering the press coverage you wanted on a given topic.

Hence "Bigly", "Hydrosonic", etc.

I've used it on this forum an elsewhere. It works. People can't help themselves...they have to correct you. In the meantime, they learn something new.