Brand was not coming across as a 'believable person' in his attempts to refute allegations of sexual assault, according to one PR expert.
"He is a brand on an island and has to decide what his priority is and I think that should be the legal aspect as opposed to the PR aspect at this point," she said, adding that Brand was"not coming across as a believable person" but"someone who is fighting for his reputation."
"Brand's publicist should take a step back and let legal guide Brand through the immediate next steps of what's happening from a legal perspective," she said."These accusations are very serious. "This one I think is a little bit different because he knew that this story was going to come out and was going to be a big bombshell of a story in the U.K. on Sunday. So he really had no choice," she said, adding that"the timing was pretty smart on his behalf" because he was scheduled to do a live stand-up show on the Saturday night and did not want to get jeered by the crowd.
McPherson explained how Brand has made a pivot to being a content creator on social media and YouTube where much of his output is centered on conspiracy theories on topics such as the COVID-19 vaccine and mainstream media.