I've listened to a history podcast about the robber barons and how following the backlash and dismantlement of the Standard oil, industrialist started buying articles, sometime even newspapers to sell their stories, and in the US, it worked wonderfully. You still have the brand "Quaker" that was born at the time, and probably a dozen other, where they manipulated their own famillial history to build an image, and hide the fact that children died in their mine or that they just had 20 redneck strikers killed. It's not as bad today, but building a personal brand by buying puff articles, fondations. Buying goodwill and influence was always present since at least that time (Honestly, Berkshire Hathaway made at least some of its money on WB reputation, so tech billionaires are not the only kind of CEO who do it)