A trend right now is charity work, ala Angelina Jolie.
Even poor Jessica Simpson tried to jump on the bandwagon.
Think about it: the gossip about Brad and Angelina getting together BEFORE his divorce was final was completely overshadowed by her charity work. When it was all said and done, anybody who'd dared to criticize her in print would have been tarred and feathered!
Angelina was very, very smart the way she handled everything. Not that I'm suggesting her charity work is just for show - on the contrary; I think she is very sincere.