On The Michael Jackson Memorial

This blog is about people and companies and how they deal with the media, in both good times and bad. It's about staying in front of stories to make sure your message gets out without being distorted and diluted by the way you handle it. While I don't intend it to be a political vehicle of any sort, my first two posts dealt with the saga of South Carolina Governor Mark Sanford and how he and his staff could have handled the matter more effectively. As I planned this post I thought I would have to write about the latest bombshell from Alaska Governor Sarah Palin, not because of the politics involved, but because of the way she interacted with the media. Another big time blunder from a big name.
But as I sit here in front of the computer, I've just finished watching the Michael Jackson Memorial. I found it to be at times strange, but for the most part, very moving and tasteful. And it came to me that this was another incredibly powerful example of dealing with the media and using it to get your message across in the most effective way.
Now I'm not saying that the Jackson Memorial was some highly researched, strategized and planned event to polish the image of a man who, while supremely talented, was also staggeringly troubled. Of course, the event was detailed, organised and structured, but in the execution, the sheer honesty and emotion of the day overrode any more heavy handed attempts at media manipulation.
And there was plenty of media on hand to be manipulated. Every major television network, all the cable news outlets and more covered the Memorial uninterrupted from start to finish. From CBS, with Katie Couric and others doing commentary throughout the day, to VH1 Classic simply running a straight feed, the entire day belonged to Michael. Not since the 9-11 terrorist attacks has one story so dominated the news. In this era of multiple news outlets and the non stop news cycle, it was truly amazing to see only one story covered for over 3 hours. And an entertainment story at that! But Michael Jackson's story went way beyond the normal Britney Spears, Brangelina type fare that we've come to expect in entertainment news coverage. Thus Michael's Memorial was wall to wall, across America, around the world.
So what's the lesson on media relations to be learned here? Pretty simple I think. It comes down to what I seem to harp on whenever I'm writing or speaking or advising; honesty, integrity and focus on the message. Now I don't think any of us would have expected anyone at a Memorial service for a dead man to stand up and start ranting about Michael's child molestation charges or his bizarre and weird habits and lifestyle, but the sheer power of the honest emotion in the speakers and performers absolutely overwhelmed, at least for one day, the negative side of Michael's story. It's pretty difficult to disregard the lineup of speakers who spoke with such sorrow for Michael's death and celebration of his life. Anybody who has Smokey Robinson reading a message from Nelson Mandela must have, for all his faults, done something right in his life. To watch Michael's daughter Paris tell her daddy she loved him could leave only the most cynical among us untouched.
Maybe I'm naive in this instance. I've lost family in just the past year so perhaps I'm being overly generous. Maybe the Michael Jackson Memorial was a slick media event designed to rehabilitate Michael's image and squeeze a little more marketing value out of his memory. But I'd like to think that this was a family devastated by the loss of a son, brother, father, who wanted to share his memory with the millions of his fans. In the process, they managed to totally steer the message in the media to the best things about Michael Jackson, his ground breaking music, videos, and showmanship.
Sometimes, even in the middle of a huge media spectacle, the most effective message is the most simple. In Michael Jackson's case, love, sorrow, celebration and remembrance. I hope somewhere, Michael's moonwalking off into the sunset.

Bob Campbell is a career broadcaster who consults individuals and companies in the art and science of media relations.