I have a friend who works in PR. I’m quite interested in her job as it’s so different to what I do so we often chat about it.
One thing she said has always stuck with me and that is how much effort she and her team put into making people “seem” likeable and credible.
She said the rationale is that when the shit hits the fan (and it usually does at some point with high profile egos individuals) the public are a lot more forgiving of big issue re: a “nice” person who is perceived to be truthful who did something stupid and apologises than a minor social infringement by person who lacks “social integrity”.
I think this is where H&M are getting hoisted by their own petard.
There are now so many receipts of them lying/pivoting/misleading and behaving poorly to other people that even in the event that allegations made against them are untrue, the mud is starting to stick regardless, because based on past behaviours such actions are no longer perceived as one off’s or out of character.
I’m not clear on what’s happened with Sentable given all the counter allegations but even if H has done nothing wrong his and M’s past actions have left them both very exposed to bad press coverage and the general presumption that “their truth” is not to be taken at face value.