Strategy against tv pros who you haven't played

[Notorious G.O.B.]

Does anyone want to comment on their strategy in playing against top players who you're familiar with from television but who haven't played you before? I assume that it's best to try to stay out of their ways most of the time, but in what ways can you use their assumptions against them?

It seems to me that weak players tend to play extremely badly in general against players they've seen a lot on television (e.g. Hellmuth, Raymer, etc.)

I've also got a specific question for strong online players who are transitioning the major live tourneys: How comfortable do you feel running bluffs against very strong players? I feel ok about my lack of tells, but against an excellent live player, I'd still feel a bit gunshy about getting creative.