The term used to describe the calculated and cynical attempt to control the public perception of a misbehaving celebrity by gratuitously sending them to a rehab center for the PR value alone.

(slang for “reputation rehab”)
“(insert celeb) just got caught cheating/drunk driving/making un-PC statements… better get them into rephab!”

Tiger Woods, Lindsay Lohan, Jesse James, Charlie Sheen, Britney Spears
by daisydoesit July 05, 2010

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