Famous example: Jerry Falwell
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Turn public issues to personal advantage.
$$: Millions, if you've got a good TV gig going on. A lot less, if you don't.
The upside: All kinds of people hugging you, throwing money at you.
The downside: You have to be careful when you check into that motel with Lurleen.
The dark side: What do you mean, the IRS is on line two?