Reporters never knew about Opperman's big donation, which was disclosed only piecemeal, in eight different state capitals -- a deliberate ploy to avoid publicity, something insiders admit and outsiders say is obvious.
Insurers may want to avoid negative publicity and will pay for orphan drugs, assuming patient populations remain small.
That's because airlines will want to avoid the publicity and potential embarrassment of forcing passengers to pay for a second seat or even denying them boarding.
"Large global brands realise there is a generic dislike of super brands, so they often like to appear smaller than they are to avoid negative publicity, " says Stuart Roper, a corporate reputation expert at Manchester Business School.
Freeh's 267-page review was released in July 2012 and blamed Paterno, former university President Graham Spanier, suspended Athletic Director Tim Curley and ex-Vice President Gary Schultz for allegedly taking part in a cover-up to avoid bad publicity.
Internal whistle-blowing also helps organizations avoid the negative publicity associated with fraudulent activity.
Government officials worry, though, that retailers may desert Bangladesh, looking for cheaper manufacturers to avoid the toxic publicity the country has now attracted.
BBC: News - Dhaka Rana Plaza collapse: Pressure tells on retailers and government
To avoid confusion and unwanted publicity in the future, Zuckerberg may want to perhaps turn off the Subscriber option on her Facebook account.
So, to avoid the risk of bad publicity, De Beers decided to market only those it dug up itself.
It cited Penn State's "excessive focus on athletics" and showed how under Paterno, a football-mad university created its own insular, reality distortion field, one in which to "avoid the consequences of bad publicity, " facts were brushed away and concealed.
The bank may want to avoid a lawsuit, with all its unfavourable publicity.
He eagerly sought public attention, and publicity inevitably followed him on the few occasions when he tried to avoid it.
She wrote two memos to him asking for the consultant to delete the criticism to avoid further distress to Mr Moore-Robinson's family and "adverse publicity".
BBC: John Moore-Robinson Stafford Hospital death: No charges
This is the kind of publicity that Unilever, an equally high-profile multinational company, needs to avoid at all costs.
Brunei's publicity-shy leader, Sultan Hassanal Bolkiah, has led the tedious legwork to avoid any major hitch in the ASEAN summits his tiny but oil-rich kingdom hosts this year.
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