The subjective nature of a ‘need to know basis’

We really don’t envy the challenge that the BBC’s marketing department faces when deciding how much to share about upcoming series production, and when. From principal and guest casting, to writer and director announcements, to filming locations, to the release and airdate schedules of the stories themselves, it seems like every decision has pitfalls and the risk of provoking viewer’s ire. What’s a communications manager to do?