Will Michael Jackson’s Reputation In Crisis Tarnish The Jackon 5 2008 Reunion Concert Tour?

I was interviewed on Wednesday morning on Fox Business Channel’s morning show about the Jackson 5 reunion concert tour which is being planned for 2008. The major questions: Will Michael Jackson’s reputation in crisis affect the tour? Is this a smart business move for the record label and for sponsors?

Let’s begin with a little background on the tour. Michael Jackson is set to rejoin the Jackson 5 for a world tour next year, according to his brother Jermaine through a BBC interview.

The brothers–Tito, Jermaine, Michael, Jackie, Marlon, and Randy–last toured together as a six-piece in 1984 before Michael left, in between his massive-selling Thriller and Bad albums.

Jermaine said: “We feel we have to do it one more time. We owe that to the fans and to the public.” Asked whether Michael would be involved, Jermaine told BBC 6Music: “He has to be, he is a Jackson. He was at the meetings. Michael will be involved.”

The reunion had been delayed by Michael’s infamous 2005 court case, but the brothers are currently recording some new material as well as finalizing details for their tour. As the world remembers, Michael was on trial in 2005 for alleged sex crimes against children. Some had labeled him a pedophile. Although he was not found guilt in the court of law, many today still believe he is guilt in in the court of public opinion.

I said clearly in the interview that Michael Jackson must try to regain public trust to participate in the Jackson 5 reunion tour. He must denounce his earlier opinion that it is O.K. and “beautiful” to go to bed and sleep in the same bed with children, specifically young boys. A few things Michael Jackson should say now:

• I made some big mistakes in the past regarding my personal life, especially as it relates to children.
• I know now that it is best for children to sleep in their own beds to encourage independence and maturity.
• As I seek psychological counseling, I can assure all my fans and all the people around the world that my personal life, especially as it relates to children, would pass ever moral test for maturity today.
• I had to learn to grow up myself. I have learned a lot from my past pain and move forward with new changes each day.
• My fans asked me to refocus my energy on my career and this tour with my brothers, as well as my own upcoming album, will offer many surprises and excellent music. Stay tuned!
• I am working on some new dance moves that are top secret and will not be revealed until the concert tour. I think every old fan and many new younger fans will enjoy them.
• Let’s just say if you thought the moonwalk was special, wait until you see some of my new moves.

I would also counsel Michael Jackson that if he does not truly believe all of the above regarding serious changes needed in his personal life, it will all backfire. It must be much more than words. It must be true change and be truly heartfelt. As I say often, the business of reputation management is more about heart work than head work.

There will also be a challenge to gain excellent sponsors for the tour, especially family-friendly sponsors/corporations. I would be shocked if Pepsi were a major sponsor again. The controversy surrounding Michael may invite protesters, especially from children’s groups. Thinking through all from a worst-case scenario perspective is crucial for not only sponsorships, but for the entire tour and the potential impact on the family name and record label brand.

The reputation bricks for an excellent reputation always include truth, honesty, transparency, accountability and consistency. Spin is a lie and a four-letter word. It does not work. Never has and never will. Lean on truth to build, maintain and repair a reputation for life.

Remember, do the right thing when your reputation is in crisis and seek the counsel of an experienced reputation management expert. It will be a major challenge, but ultimately the rewards of repairing your reputation will be great. Why? Because Your Reputation Is Everything!™

jackson 5, Michael Jackson

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