Part 2/8:
O'Keefe began by emphasizing the significance of personal branding within journalism organizations like Project Veritas. He noted that many organizations can survive without a strong public face, but nonprofits like Veritas, which thrive on subscriber and donor trust, are intricately tied to their founders' identities. The moment O'Keefe was removed from his position, he observed a dramatic shift—donations plummeted, and the organization faced imminent bankruptcy.