Martin Luther, time traveller extraordinaire

Following a link on An Onymous Lefty I landed on a 3rd October Catch the Fire Ministries post which began:

Dear family & friends in Christ,

It is reported that Martin Luther once said something along the lines of, 'Do not worry about what either people or the media says, both good and bad publicity is always good for the cause.'

Now Martin Luther died in the 16th century before there was such a thing as meeja, so he would have to had racked up more than a few miles inside a time machine to come up with something similar to that particular observation.

A little holy confusion with Dr. Martin Luther King perhaps?