‘Distraught’ Victoria and David Beckham to maintain a dignified silence after son Brooklyn’s ‘heartbreaking’ decision
Hello Mag
The leading public relations expert Mark Borkowski tells HELLO! that the family are now at a reputational crossroads, but he makes the case that the Beckhams have faced worse scandals and that there is hope the damage can be repaired.
“This cuts deeper because it punctures the one thing they curated more carefully than any global endorsement deal: the idea of the family as a perfectly functioning unit,” he says.
“Every crisis is an opportunity. That’s not PR hokum, it’s reputational physics. But opportunity only exists if you resist the instinct to perform. This is a family matter that wounds the narrative precisely because it’s intimate. Overexplain it and you turn hurt into content. Brief against it and you look managed where you should look human.
“The smartest move now is almost unfashionable: private empathy, public stillness. Handled properly, Brand Beckham doesn’t fracture. It matures. Handled badly, it becomes a soap opera with a balance sheet.”