As we've talked about at length, Chris Brown is in the throes of a campaign to resurrect his image as his trial for felony assault and criminal threats looms.
But who is it geared towards? And is it working?
According to people familiar with Brown's efforts, he hired Sitrick and Company, a crisis management firm for which he more than qualifies as a client.
The firm has been calculating every move he's made over the last six weeks. From the NBA Finals games, to the "I ain't a monster" video, to the antics with Omarion - the objective has been to make the images of Rihanna's battered face disappear.
How will this play with a jury if his case goes to trial?
Chris Brown and BFF Omarion out having fun last week.
A source says Brown has been told going clubbing could hurt his chances with a jury - it's just too flip. For the most part, he's obeyed his handlers, however, they weren't happy when Brown hit a club with the Kardashians and Bow Wow.
Basically, the PR strategy is the opposite of what many would urge - laying low until trial. They want Chris Brown out and about, resuming life within limits.
Ironically, Rihanna may actually be helping Chris Brown by resurrecting her glamorous self and getting on with her life. She is scheduled to take the stand next Monday in Brown's preliminary hearing, unless a plea deal is hashed by then.