Best’s private life and womanising tendencies have long been a favourite topic of tabloid newspapers.
He recently told the Daily Star his new book would dish the dirt on his romps with a string of top celebrities including Girls Aloud party girl Sarah Harding and jailbird Lindsay Lohan. ‘Some of the high-profile relationships I’ve had have been a big part of my life,' he said. 'It would be weird to leave them out. Some of it is pretty explosive too,’ he is reported as saying.
But McKee told PRWeek that Best wanted a PR firm to ‘guide his image back to credibility’.
Best’s efforts to improve his image have included the documentary ‘Brought Up By Booze’ for BBC Children in Need. He has also completed treks for The Children’s Trust in Vietnam and Nepal.