How to Resurrect Michael Jackson's Career
June 14, 2005 — -- His child molestation trial behind him, Michael Jackson now faces another daunting task: restoring his tarnished legacy as the "The King of Pop" and resurrecting his career.
A jury acquitted Jackson on Monday of all 10 charges related to allegations that he molested a now-15-year-old boy who spent time at his Neverland ranch and appeared with him in the 2003 British documentary "Living With Michael Jackson." The panel of eight women and four men acquitted Jackson of molestation, attempted molestation, plying minors with liquor, and conspiracy stemming from an alleged attempt to hold hostage the accuser and his family at Neverland after the documentary aired. Jackson denied all the charges, and his defense argued that the alleged victim and his family made up the allegations in an attempt to get money.
Despite his acquittal, some experts say Jackson will always carry the stigma of being an accused child molester, especially since a cloud of suspicion has followed him since 1993 when a 12-year-old boy made similar allegations against him. Jackson was never criminally charged in that case and always has denied wrongdoing, despite settling with the boy's family for reportedly more than $20 million.
Some jurors said they suspected Jackson may have molested children in the past, but not in the current case. Though found not guilty in a court of law, the court of public opinion may not be so convinced.
"What many people forget is that even if a jury finds you not guilty, it doesn't mean you didn't do anything. … And in America, what he needs to understand is that the only thing worse than being a rapist or a murderer is being a [an accused] child molester," said Mike Paul, who is president of the public relations firm MGP & Associates and has taught reputation management at New York University.
Prosecutors portrayed Jackson as a pedophile with an alleged longtime pattern of showering other boys, and his current accuser, with lavish gifts and attention as part of grooming and seduction process. The jury -- and the public -- learned about the alleged 1993 settlement. They heard allegations that he behaved inappropriately with other boys -- including former child star Macaulay Culkin, who, along with two other alleged Jackson victims, denied the accusations.
But Jackson repeatedly denied ever harming children. Doubts were raised about the credibility of Jackson's current accuser and his family, especially his mother, who was portrayed by the defense as a welfare cheat who exploited her son's illness to contact celebrities and live lavishly off Jackson. Some say that the trial may not have changed anyone's opinion of Jackson -- or the prosecution's case.
"I think people see what they want to see in Michael, and what the trial did was confirm what people want to think about Michael in the first place," said Seth Clark Silberman, a lecturer on African-American studies and lesbian and gay studies at Yale University. "For those who believed Michael was a child molester to begin with, the trial may not have changed their mind. For those who believe what the Jackson camp has been saying -- that there's been this conspiracy and the Santa Barbara County sheriff's department is out to get him, the trial supported their theories, too."
To stage a successful comeback, some say Jackson, with the help of strong-willed advisers, will have to really evaluate himself and the choices he has made. Lead Jackson defense attorney Thomas Mesereau Jr. said before the trial and after the verdict that Jackson would not make himself vulnerable to accusations of child molestation again.
Jackson may also be advised to take a hard look at his lifestyle, says public relations expert Paul.
"It seems to me that he has always had yes men, people who weren't willing to tell him things he didn't want to hear," he said. "I would at least get him to admit that he has made some bad decisions in his life. … He would want to continue to help children, but the problem is that he would want to get personally involved in these kids' lives. I would tell him that at least as a form of self-protection, he cannot have any personal, one-on-one visits -- especially with young boys -- without having someone with him at all times. He wouldn't like it, but he would have to accept that."
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