The judgment of Michael Jackson

I don’t think what Clifford said is an unfair judgment of Michael Jackson. I agree that this would be one of the hardest PR jobs to accomplish because there are so many target publics to reach that might have been affected/offended in some way. If the record company is trying to target the record-buying public, I would think the public one already has a lot of Jackson’s records or greatest hits or two they simply aren’t interested in his music now as much as they are other music genre.

Jackson has been in the music buisness for such a long time and I think that he is a historic figure in music but I don’t see the point in trying to sell more records right now. I think that if someone was to take on his PR that it would need a lot of time. I think that Jackson would need to work on his relationship with the public in general and repair his disfavorable reputation with these people first. There are still many people that will always stand by Jackson’s side but there are also others that don’t want to hear anything he says or sings. I think those are the people he needs to target.
I think the fact that the record company put Jackson’s past face on the cover of the cd was an act of trying to distract the image that people have of Jackson today. I don’t think it was extremely unreasonable to make this move but people know what he looks like now. I just think they should have given it more time to release. When I first saw the cd, I thought it was one of his past records. I had no idea he released a new album. I think it is important that he builds relationships with his target public before he trys selling anything else.

I realize Jackson may need money right now, but he should have done some image rebuilding before launching a new album. After the media coverage of his trial for child molestation of which he was acquitted, he will need more than past popularity to raise people’s opinion of him. Poor domestic sales most likely stem from the negative light in which most Americans see him.

I agree with Darien, he WAS a very talented entertainer. She also points out how we can see that his PR people are trying to recall the boom years of his youth. But the fact is the scrutiny has been devastating. An audience can only handle so much weird before being turned off-and Jackson is W-E-I-R-D! Image shaping in the form of a personal makeover would be a better bet at this point.

Another blow to Jackson’s image is his recent announcement of a single dedicated to Hurricane Katrina survivors. The MSNBC website has an article about how the devastation touched him and inspired him to try to write the single in the next few weeks. The song, to be titled “From the Bottom of My Heart,” will be recorded on a Bahrain-based label and is slated to be another “We Are the World”…at least that’s what the Jackson camp hopes. Jackson says that he will reach out to other entertainers to collaborate, but who is going to want to sing with him?

In the end, I agree with Clifford…PR for Jackson is almost impossible. Redeeming his image will be as likely as finding his original nose.

Clifford was right when he said that doing PR for Michael Jackson is nearly impossible. The entire world knows about his trial and the accusations against him. I agree with Darien and Erin that Michael Jackson was indeed popular and talented years ago. I do not think releasing an album right now is the way to rebuild credibility, or his bank account. I feel like he hasn’t even tried to change his image or people’s opinion of him since his trial ended. Michael will always have those loyal, devoted fans from years ago, but what about the rest of us?

Whoever is in charge of PR for Michael Jackson will have a hard time convincing the world of his good character. I agree that they should have waited a little longer to release a CD, if even releasing one at all. Releasing a new CD with Michael’s face from years ago on the cover doesn’t help him establish a new fan base. Everyone knows what he looks like now, and still has his trial fresh on their minds.

Michael’s PR team has a lot of different publics to reach when trying to rebuild his image. The record label could be trying to remind us of what he used to be like. He should learn to be comfortable in his new skin, and work on his reputation with the public instead of in the music industry. I guess this is his way of going back to work and trying to make people like him again by reminding them of his past success.

I just want to say that I think we all would learn something if we were able to read transcripts of Michael Jackson’s PR team’s conferences. Although the team hasn’t been extremely successful in making Jackson look tremendously better, they must be extremely capable and knowledgeable to even take on such an overwhelming task.
Jackson’s reputation is so severely damaged in the US from the child molestation accusations and media coverage surrounding his trial that he first must get his side of the story to the public. Likewise, because of the extreme media coverage of the trial in the US, I think it would be easier and more successful to start his re-imaging campaign in countries other than the US.
In the US the name Michael Jackson is almost synonymous with WEIRD. However, from a PR perspective I hesitate to say that Michael Jackson’s career is completely over. I do believe there are things that can be done to help his image. However, I think that releasing a greatest hits album is no way to revamp his image. Trying to sell something to people that hate him is obviously not going to work.

I do agree that being on Michael Jackson’s PR team would be one of the hardest jobs in the US. However, I do think that putting out the cd with the old picture of Michael Jackson on the cover was a good idea. The picture was the Jackson we all liked. He had yet to be accused of horrible acts, and was still somewhat decent looking. I also think that maybe the cd was put out in July while Jackson was fresh on everyone’s minds. Obviously they over estimated the fans Jackson still had who did not already own a greatest hits album.
I personally like Jackson’s music, but I do believe his career is over, especially in the US. He looks too strange, his health is ailing (so he says), and majority of US consumers believe his was guilty (probably his worst downfall).

Well, what I think what the record company was trying to do was get Michael Jackson back to the business of music, selling records and not molesting children. It’s a simple ploy to try and remind people of the reason he is a international superstar, that he is one of the best selling artists of all time.

This is a very difficult job and the team was faced with a decision; either lay low for a while and let this settle down…or strike now while his name is still in the news and see if they can’t bring back some of the old feelings that people had for Jackson, hence the old picture on the cover. It’s almost to try and disassociate the new Jackson from the one who sold millions of albums.

Personally, I think his career in the U.S. is over. He hasn’t had a hit for more than a decade and now he is associated with being a child molestor and not a pop icon. However, over-seas, people may still want his music. I mean David Hasellhoff is a huge star in Germany, but most people in the U.S. would rather hear nails on a chalkboard, then listen to Hasselhoff.

I completely agree that restoring Michael Jackson’s good image is nearly impossible. To me, this seems like a PR nightmare. Like Justin said, people no longer identify Michael Jackson as a pop icon. Now, after his court case, his name only brings controversy in the minds of Americans.

His music has become completely separate from his current identity. Some will agree that the Michael Jackson responsible for that music is not the same person as the Michael Jackson we came to know through the court case.

Even though Jackson was acquitted for all charges, the case is still fresh in people’s minds and many disagree with the final judgment. What Jackson’s PR team is trying to do is remind people of who Jackson was in the past. Obviously, the old picture on the cover is reminding fans of Jackson’s successful career, not his controversial lifestyle.

Like I said, to me this seems like a PR nightmare—trying to revamp a person’s entire image, which is what his PR team needs to do and one of the most difficult things to accomplish. The record company definitely released the record too soon. The whole situation needs to blow over and cool down much more before people are able to overlook the situation and court case.

What terrific comments! Thanks, everyone, for such thoughtful commentaries.

So the consensus so far is - reputation recovery looks almost impossible. Emily, you said it: it’s a PR nightmare.

But let’s think a bit more about this. Imagine we’re the record company’s PR agency. Broadly speaking, our job is to support our client’s business goals through the effective use of communication. In this particular case, we’re aware of some rather specific attributes in our assignment that would affect the story we want to tell and influence opinion that potentially can have signficant negative impact, both in the immediate terms on sales and in the longer term on the client’s reputation.

We followed the trial like everyone else. We read all the stories in mainstream media as well as in blogs. We kept an eye on forums and chat rooms. We have a good picture of what lies before us, and it doesn’t look pretty!

So what do we do, assuming we already have some reasonably clear PR goals to achieve?

If I were the PR agency, one of the first things I’d want to do is to try and separate out fact from fiction. And maybe I might want to step back from such a massive task as reputation rebuilding and, instead, focus on the little building blocks that might eventually lead to that, one such block being the new CD.

My first step, then, might be to carry out an extensive SWOT analysis looking at it from the primary viewpoint of Michael Jackson the creator and singer of great songs. I’d want to determine what are the strengths of the Jackson brand together with the record company’s brand. Consider the weaknesses of those brands in the context of public perceptions. What opportunities do I have to tell the as-yet-uncreated story? And what are the threats to my achieving the PR goals?

Does this look a feasible approach to you? Or is it all just a waste of time and the ‘final judgment’ Max Clifford spoke about really is set in stone?

This is a very interesting topic to discuss. For as long as I can remember, Michael Jackson has been the in the news media. He has been involved in many incidents that have caused the nation to follow this man very closely. I do agree with Max Clifford that this would be a difficult PR job, and I agree with Darien that many target publics would be affected in this campaign. However, I would have to say a release of a greatest hits album by him with his “80s” face shown on the cover is a great idea for him despite his recent court trial.

Believe it or not, I am a firm believer that Jackson can somewhat repair his image. A small step that he is doing currently is with his soon-to-be-released single about the Hurricane. I believe this is a good step towards rebuilding his image. People live off of emotion and one thing that avid Jackson fans loved of him was his emotion towards his music. Growing up in the 80s and early 90s a large percent of people my age are very familiar with his music. Even though he has had a bad image in the media lately, I know that his popularity and support are still high.

Take for example professional athletes such as Kobe Bryant. I believe his image was hurt as well during his recent court problems. However, children and adults still pay to see him play and his team play because he is an exceptional athlete, yet he was found not guilty in the court of law, just like Michael Jackson. I feel like Bryant’s image has been repaired tremendously since his recent troubles. I know that Jackson’s recent charges dealt with children but this is still on the same lines. Kobe was great at what he does and Jackson is great at what he does. His image can be replaced to a more postive outlook through his talent of music and by releasing this single, I feel, could only help.

I know one thing, I wouldn’t want to be on Michael Jackson’s PR team. Like everyone else has said, he may never be able to rebuild his image. I love all of Jackson’s songs, but it would be a total bust for him start making new records.

I think his time as the “King of Pop” is over. There is no hope for him, so he should just quite before he makes an even bigger fool out of himself. I understand that he needs money right now, but he should have been saving his millions instead of building the over the top Neverland Ranch (and all of the plastic surgery).

People liked him when he was a kid and even into his early adult hood. But, then he just kept getting weirder and weirder and he doesn’t even resemble who he was 20 or 30 years ago. Personally, I think he ruined his own image and he should be the one working his butt off to rebuild it not his PR team. They can only do so much and the rest is up to him. He’s the one who screwed up and he will never be looked as the same Micheal Jackson ever again.

Although Michael Jackson was found not guilty, I still don’t agree with all of his actions. He has put himself in some positions that could have been totally avoided. I am sure most of America feels the same as I do. I am still a fan of some of his older songs. However, that still doesn’t not motivate me to buy is CD.

I understand he probably needs money fast to repay all of his debts. But I don’t think releasing a CD right off the bat was the best idea. He needs to repair his image first. The problem is that repairing image cost money. Such as donating to good causes and paying for Public Relations. And this is money he doesn’t have. So how does he repair his image? Next thing we know he will be acting again. Maybe he should just write songs for other singers.

I feel there was a purpose of the younger picture of Michael Jackson on the CD cover. It was definitely an attempt to try to get us to look over the recent Jackson and remember Jackson as he was. It was a good attempt but obviously didn’t work for them. He needs to figure out who his target audience is and then try to build relationships with them. I don’t know if it will work because his image is basically ruined. But I wish his PR team good luck.

I think that Clifford had all right to say what he did. Personally, I wouldn’t call what he said about Michael Jackson “judging.” I say it is more of the truth. When you have a person like Michael Jackson, who has been been in the media for all he has and, it is hard to say positive things.
I find it very interesting that his new album has the picture that it does. In the 80s Michael was huge, . To me, it makes sense why his PR team put that picture up, because they are trying to have people see him the way we did in the 80s. So, from the PR view I understand. But from beng just a regular person in today’s society I don’t think it is a good idea. Michael’s time is over. The fact that his album ddin’t sell well even with the old photograph of himself proves that. Which I can understand. Think of all the negative publicity he has encountered in the past 5 years or so.
I agree with the other comments that I couldn’t want to be involved with his PR team in anyway. I sort of feel sorry for the people who are on his team…but props to them if they can find a way to restore his image for the world to fall inlove with him all over again.

Hot topic with college students, eh? I guess it’s no surprise since Michael Jackson was one of the biggest icons from our childhoods, which is perhaps why he’s having trouble with his image. As you mentioned, Michael Jackson is not the same man he was in the 1980s. His appearance has changed drastically. He’s become a recluse and has been labeled a freak (even before the trial). And if you ask me, the quality of his music has diminished. People don’t want to know the Jacko of today. They want the Michael Jackson from the days of Thriller and Bad (the first cassette I had my mom buy me).

I think the record company made a huge mistake in releasing the greatest hits album so soon, which I’m sure they’ve realized. There are several explanations for Jackson’s poor record sales. The most obvious is all the negative publicity he suffered during the trial. Even though he wasn’t convicted, the label of child molester won’t disappear. I also believe that by the time the trial was over, no one cared to hear anything about Michael Jackson for the next year or so. Sheer over-exposure could have driven people away from the record stores. Finally, maybe people aren’t interested in his music anymore. If they’re like me, they feel that the albums they purchased in the late 80s and early 90s are all the Michael Jackson they need.

Is this judgement of Michael Jackson unfair? Possibly. Unfair or not, he has been and will continue to be scrutinized. Maybe it’s time for the record company to stop milking this cash cow. Keeping Jackson out of the spotlight for a while is perhaps the best remedy for his image.

Many people probably feel like the cd cover is manipulative or like the “wool is being pulled over their eyes.” The best strategy would be to leave Michael’s picture off all together. This way people would not be reminded of just how weird he has gotten over the past 20 years.

To release a cd one month after the trial, before things can even cool down, is simply poor judgement. The disturbing matters covered in the trial are still fresh in the minds of the public. It also seems a bit extreme, but then again, it is Michael Jackson.

I agree with Max Clifford. The damage is done. It would take a miracle to repair Michael’s image. The charges brought against him were so deeply disturbing that no one will ever forget.

I remember when I was younger I used to watch the Michael Jackson music video marathon’s on VHI. Now, like most of the public, I don’t relate Michael Jackson with pop music anymore. I relate him to child molestation, court rooms, and Neveland Ranch. I totally agree that doing PR for MJ would be close to impossible, but you can’t really blame them for trying.

Michael Jackson once reigned as the King of Pop and I think his record label was trying to get his image back to something positive. I agree with Jami though, they should have left his picture off the album completely because the Michael Jackson in the present doesn’t even look like the same person from the famous “Thriller” video. I think the hardest part is that the record label has to convince the public that Jackson has a good image and good character.

I understand that his PR people wanted to act at a time when his name was in the media and he had been cleared of charges, but I think it was way too soon. He should have taken some time off out of the spotlight because the public still expects him to be wearing pajama pants and handcuffs with cameras and reporters all around him. Maybe the PR department should have presented him doing community service or something not involving hanging a baby out of a window, because I don’t think the public is even convinced he is sane, let alone a music artist who has a CD worth any money.

Although I agree completely with Clifford about it being tough to repair Jackson’s completely tarnished image, I don’t think it’s impossible. I think the PR guys for Jackson are doing all they can! Embracing the innocent image of years past (and not frightening those who would buy his record by posting his current picture on them.) I imagine that although a portion of his poor record sales can be contributed to his “other than normal” lifestyle, some is partially just the fact that today’s music has changed gears. His style is no longer in the forefront. Perhaps his PR people should worry more about what type of music he is producing instead of how to continue selling the dated style. Give him a new angel and stop reviving the dead horseof the past.

I also feel like although many people are swayed by what they hear and see on TV and lets that opinion dictate what they will and will not purchase, most people aren’t going to change the type of music they like and listen to. For example I was a fan of Jackson’s music before the trial and I will continue to be a fan of his music. If you like his music you just like his music. It doesn’t mean you support his unethical lifestyle. Now does this mean I am going to run out and buy his latest CD? Probably not, but that is merely because I already own several of his greatest hit CD’s and because I don’t normally invest too much time in buying CD’s at all. (I don’t even buy CD’s I enjoy from those artists with squeaky clean pasts!) The point is it might not just be an image thing anymore. (Although granted a good image couldn’t hurt!)
Afterall, our society as a whole embraces weird and eccentric. Not to say we embrace child molesters, but we thrive off the drama in other peoples lives. Perhaps it is to remind ourselves that our lives are somewhat normal in the broad scheme of things. I think maybe his PR people need to talk him into doing an album based off his life… Kind of a here it is, here I am, take it or leave it approach. Put him out there as vulnerable and human so that people can see he isn’t just some strange man trying to cover up what happened. We as a society forgive and forget quickly when we think you understand what you did wrong. A record like that would sell just for morbid curiosity. I mean look at the industry, the top sellers are artist writing albums that are really deep and personal! Maybe Jackson could take a clue and follow that route to rebuilding his image!

Michael Jackson’s career is doomed. He has disappointed so many of his fans by his recent actions, I fear he will never recover. Michael Jackson’s career has been on a downhill path for years now. After numerous facial surgeries and skin lightening treatments, Jackson is a shadow of his former self. You could say the same about his music. Jackson used to be a hit machine, now he is lucky if he sells 100,000 albums. Michael Jackson’s career salvation would be a giant undertaking for any PR team.

With the recent allegations of child molestation, Jackson has lost countless fan’s respect which has had an adverse effect on his record sales. His new album and attempted comeback reeks of desperation. He desperately needs to pay the debts he accumulated from attorney and court fees. The only way he knows to make money is to sell records but before he can do that he must reclaim his positive image.

The people who created the album cover for his latest greatest hits album made a great effort to reclaim his positive image. They tried to tap into the nostalgia of Jackson’s glory days in the 80’s. This tactic could have worked if it weren’t for his very negative image now. If he remade himself to be a little less crazy than he is and possibly did community service and hands-on volunteer projects, his fans might begin to trust him again.

Remaking his image could work but it is highly unlikely. Michael Jackson has potentially ruined his career and public image for the rest of his life. My compliments to any PR person that takes this extremely difficult task.

I think Clifford is right. It is going to be really hard to rebuild Michael Jackson’s image. The picture of him on the CD is definitely not what people see him as today. Most people see him as a child molester even though he was found not guilty.

After reading this post, I went to the Michael Jackson webpage. It was what I thought it would be, everything from the 80s and 90s. Every picture and news about him was from the 80s and 90s.

I would hate to be on his PR team. I would find it impossible to rebuild his image. He has lost too many of his fans from his actions. I think it was a bad idea to release a new album so close from his verdict. I think they should of waited at least a year. I am sure Jackson is just trying to get some money to pay all of his high-profile lawyers, but it looks like he is doomed. Only 8,000 people bought the CD in its first week.

I agree with Mallory, Michael Jackson’s career has been on its downfall. I think he should just give up. He was great back in the 80s and some artist will only have their decade. Jackson’s was then.

Lets just say, it sure is going to be hard work for Michael Jackson’s publicist. In my opinion Michael Jackson has made a number of public relations mistakes throughout his career. One event in the recent past comes to mind, even before the baby dangling incident.

In February 2003, 20/20 aired “Living with Michael Jackson.� I remember watching that show and thinking, “man this guy is crazy.� To make everything worse, Dateline then airs “Michael Jackson Unmasked� in March of that year.

As a public relations student, I am flabbergasted that Michael Jackson participated in these shows. Although Jackson is a weird guy, he is an icon of the 80’s. Whether you think he is weird or not, he created great songs. So, as a PR professional, I would keep that image of Jackson in the eyes of his fans. Instead, he lets Martin Bashir follow him around Neverland for an extended period of time. Both shows clearly showed that Jackson had mental problems. They reminded his audience exactly how crazy he truly was. Furthermore, the negative publicity that was created from the airing of the shows increased the police attention on Jackson.

Truthfully, I believe Jackson just needs to stay out of the public eye. He does not need to talk to the media or do any sort of interview. Possibly, if he seeks help for his problems, he could present himself as an average joe suffering from a disease. However, even this move is risky. With all the damage done, Jackson just needs to hide in a hole.

I’m getting the strong feeling that, if we were the record label’s PR agency, we might have a tricky job on our hands!

So, if I can try and summarize what everyone’s saying here:

1. Nearly all of you believe that Jackson’s image and reputation are irretrievably damaged.
2. However, Josh thinks there is still a glimmer of hope that repair could be possible.
3. But most of you think he (Jackson) should just keep out of sight.

Have I got the feeling about right?

If so, this does present a major dilemma. Don’t forget, we’re still the PR agency working for the record label.

I like Mallory’s thought:

“If he remade himself to be a little less crazy than he is and possibly did community service and hands-on volunteer projects, his fans might begin to trust him again.”

Might that be our angle to build something on from a PR point of view?

Max Clifford, who is he? Another sleazy product of the cat alley british media. He’s nothing. Just like everyother person on the planet, they want something from him. In the case of this, ‘pr’ ‘expert’ it’s riding on the michael jackson wave. He mentions, MJ, in order to project his potential, well that is the pr game is not? I’m suprised none of you other ‘pr’ student’s made the link.

Michael is a legend, he doesn’t have to do anything else for his life.
He steps out of a building and there are thousands of people waiting for him, millions here in India.