Comedy Central's upcoming roast of Justin Bieber may raise some eyebrows about why the pop singer would voluntarily sit down in the hot seat, but from a brand management perspective, agreeing to the roast was a no-brainer.

That's according to Scooter Braun, founder of SB Projects and Bieber's longtime manager. Braun recently sat down for an interview with Inc. to talk about effective public relations strategies in the digital age. When it comes to marketing in a world dominated by social media, authenticity is the only option, Braun says, as consumers have access to more than enough information to tell truth from spin.

"People are savvy, and that's actually why we did the roast, because you have to be transparent," he says. "Everything you do is accessible at this point, and to do anything but authentic PR is going to fail."

While addressing personal mistakes head-on is a good move for anyone looking to start a new chapter in his or her career, having the opportunity to repair a brand image is rare, according to Braun.

"How you rise from a fall is what will define you," he says. "You've got to make sure that when you rise, you're not going to fall down again."

To hear more from the conversation, check out the video below. 

Published on: Mar 27, 2015