-1Evolution of Public Relations & The Life of Michael Jackson:

Facing the Man and Media in the Mirror

By: Kaitlyn Compari, Courtney Khan, Jaime Szyarto, Lauryn Goldstein, David Rothbart,
& Stephanie Trabold

Michael Jackson’s career in the music business began in 1964 with the formation
of the Jackson 5. Throughout his career one will see the history of public relations and
how different media outlets developed to supply the public with positive and negative
publicity of the “King of Pop”.
The Jackson 5 began by performing cover songs in local talent contests in Gary,
Indiana. The group consisted of Jackson and his four brothers. Their father, Joe Jackson,
was their manager for a large portion of the boys’ childhood and one could say he was
their unofficial public relations agent. He noted the musical interest of the area and
incorporated the public’s taste in the Jackson 5. Soon the group began getting noticed by
the public.
Joe exhibited knowledge of the need for the Jackson 5 to be marketable and
appealing in the eyes of the public. In 1968, the Jackson 5 won a talent contest at the
Apollo Theater in Harlem and were signed to appear on a New York television show.
Soon after this appearance the group signed with Motown Records. Due to this new
development, Joe canceled the appearance on the show.
After the Jackson 5 signed with Motown, they were “groomed” for success. The
group was taught how to carry and conduct themselves properly to be more appealing to
the public. In fact, young Michael Jackson was told to lie about his age. The younger they
could make people think he was the more remarkable and appreciated his talent would be
to the public.
In 1971, the Jackson 5 returned to Gary, Indiana to play a benefit show to re-elect
Mayor Richard Hatcher. After the performance, January 31, 1971 was declared “Jackson
Five Day” in Gary.
In the late 1970s, The Jackson’s had to legally change their name during their
change to Epic Records. They experienced less success and were surrounded by rumors
regarding Michael’s sexual preference. After the rumors, the Jackson’s released their
album, “Destiny”, which was their first album to go platinum. Afterwards, Michael went
on to produce solo albums with Epic Records his most famous being the release of
Thriller.
After Jackson became a solo artist, he was one of the first artists to use music
videos to promote some of his songs. One of Michael Jackson’s most famous albums of
his career was Thriller, which was released December 2nd 1983. This 1 million dollar, 14
minute long video was the biggest selling video of all time and was personally funded by
Jackson himself. By Jackson using his own money in producing his video showed how
passionate and willing to sacrifice he was to further his career. His actions spread the
word about his growing reputation.
From the beginning of Jackson’s career at Epic Records, he intended to live up to
his name. The label made Thriller their first major release which debuted worldwide. His
album was promoted for two years because of continuing popularity when usually an
album is only promoted for 6 to 8 months. Jackson became a huge member of the Epic
Records family and brought much publicity to the company. During Michael Jackson’s
solo career he won numerous awards including 8 Grammy Awards in 1 night. This
showed that millions of people were listening to his music. The next step in promoting
this future icon was to think of more ways to get his name and his music out to the public.
Toward the end of the 1980s, Jackson moved into Never Land Ranch. The ranch
was opened to children as a place where they could go to have fun. Little did he know, his
intentions would be turned against him into some of the most negative publicity a
celebrity could experience in his or her lifetime.
Michael Jackson faced child molestation charges in 2003 stemming from an
accusation by a 13-year-old boy who claimed that Jackson was sexually inappropriate
with him while at Never Land Ranch. This accusation brought to light again all the
strange behavior exhibited over the last 15 years by Michael Jackson. Numerous
examples made the accusations next to impossible for Jackson’s public relations staff to
get control. Jackson’s odd behavior continued during the trial when he came to court in
his pajamas. This certainly did not help things from an agent’s perspective.
Michael Jackson’s reputation took a huge hit after the accusations of child
molestation were brought against him for the second time in 10 years. Much of the
publicity his camp tried to employ really failed to change a majority of public perception
of Michael. Suggestions made to Michael to give up his childish possessions as well as to
be brought back into the public eye more slowly.
Although his ending was tragic, Michael Jackson’s death was strategically useful
to public relations to redeem his career since the molestation allegations. Through his
death, Jackson has been remembered for his astounding contributions to music and still
has his title as “The King of Pop.” Within hours of his death, the media exploded with
news stories of his life and career, without absolute confirmation of his passing. The
reports included CNN’s nonstop coverage and news developments of Jackson’s cause of
death, while only relying on one source (Dunn). The demand for up-to-the-minute
coverage became almost unrealistic national craze. The public suddenly could not get
enough t-shirts, commemorative posters, music albums and information about Michael
Jackson, while others were not as enthusiastic.
Some viewers have found that supply for news has overly exceeded its demand.
According to a news poll conducted by Rasmussen Reports, "Seventy percent (70%) of
Americans say the media paid too much attention to the death of music superstar
Michael Jackson." Despite being overwhelmed with media coverage, people still
remember his remarkable legacy. A majority of adults reported remembering Jackson's
positive image after his passing, despite his more recent controversial behavior. “Sixty-
five percent (65%) of adults believe Jackson will be remembered more for his music than
for his legal troubles, including his highly publicized trial in 2003 for child molestation”
(Rasmussen). Could his death have successfully redeemed his reputation?, only time will
tell.

Works Cited
Brown, Stacy, and Bob Jones. Michael Jackson: The Man Behind the Mask: An
Insider’s Story of the King of Pop. New York: SelectBooks, 2005. Google Books.
Web. 21 Sept. 2009.
<http://books.google.com/books?id=8j4ILUllObsC&pg=PA35&lpg=PA35&dq=
bob+jones+and+young+Michael+Jackson&source=bl&ots=zLbyfToBRZ&sig=q
NM78a_2NgrQGgQ3BJpT5lBOXaM&hl=en&ei=u6e3StugKsLOlAe1o8X_Dg
&sa=X&oi=book_result&ct=result&resnum=1#v=
onepage&q=bob%20jones%2>.

Campbell, Lisa D. Michael Jackson: The King of Pop. Boston: Branded Publishing
Company, 1993. Google Books. Web. 21 Sept. 2009.
<http://books.google.com/books?id=BVC9zltjf-
EC&dq=michael+jackson&printsec=frontcover&source=bll&ots=mnKzbHRgTq
&sig=8-
yx7MoOjerRMbS2SznmwaP4YgY&hl=en&ei=1RW4SprZGs6mlAe_5ODFDg
&sa=X&oi=book_result&ct=result&resnum=17#v=onepage&q=&f=false>.

Carlsson, Marni. “Off the Wall Era.” AllMichaelJackson.com. N.p., 2002. Web. 21 Sept.
2009. <http://www.allmichaeljackson.com//the-wall/>.

Dunn, Larry. "The Media in the Mirror." Broadcasting & Cable (2009): 22.
Communication and Mass Media Complete. Web. 21 Sept. 2009.

Mitchell, Gail, and Melinda Newman. “How Michael Jackson’s ‘Thriller’ Changed Music
Business.” Reuters. Thomson Reuters Corporate, 6 July 2009. Web. 21 Sept.
2009. <http://www.reuters.com///idUSTRE56300320090706>.

Moore, Dave, and Bill Manville. “Why Didn’t Michael Jackson’s 1993 Rehab Stint
Work?” NYDailyNews.com. Daily News, 10 July 2009. Web. 21 Sept. 2009.
<http:// www.nydailynews.com//////-07-
10_why_didnt_michael_jacksons_1993_rehab_stint_work.html?page=1>.

Rasmussen Reports. "70% Say Media Coverage of Michael Jackson's Death Was Too
Much." Editorial. Rasmussen Reports. Ed. Scott Rasmussen. Rasmussen
Reports, 8 July 2009. Web. 21 Sept. 2009.
<http://www.rasmussenreports.com/content/view/full/21280>.