Obaid-Chinoy, who grew up in Karachi and was educated at Smith College and Stanford University, launched a campaign in her hometown on Monday to leverage the publicity from her Oscar to eliminate acid attacks against women and bring perpetrators to justice.
Instead, we have tried to leverage the publicity we are able to generate about our unusual business model, and we have taken that one step further to develop what we call negative-cost marketing.
By the time CBS broadcast the show on Nov. 12, along with a news account of the experiments that appeared in that morning's New York Times, West's professed desire for openness looked like something entirely different: a bid to leverage "me too" publicity for his otherwise unknown company.
Video coverage and media appearances are powerful tools that athletes in every discipline leverage to gain publicity for their teams.
Indeed, some shareholders -- TIAA-CREF, the huge pension and mutual fund manager, is a notable example -- have become experts at using the specter of negative publicity as leverage.
In June, we reported how a relatively unknown country, Namibia, might seek to leverage a sudden celebrity publicity boost being the birthplace of the Brangelina baby to economic advantage.
"The media focus makes it more challenging," says Mr O'Shea, pointing out that it gives Boko Haram the opportunity to gain maximum publicity and "leverage" over the Nigerian government.
On the left and on the right, interest groups and members of Congress have been eagerly enjoying the rewards -- publicity, negotiating leverage -- of challenging the president or dissenting from his policies".
The 1999 protests were marked by widespread media coverage, which sparked conversations about the role of the three largest global trade governing bodies – and illuminated how violence can be leveraged by activists seeking publicity.
