Am I no better than a third-rate ambulance chaser?  That question crossed my mind as I began to think about Michael Jackson’s death and which of our clients would be available to comment to media on the Jackson story.

After Jackson’s death was announced, I-like so many across the globe-felt a sense of disbelief and sadness.  Random memories began to surface… the “Bad” cassette tape from fifth grade.  The “Thriller” album from kindergarten (my first new and really only LP; albums were already going the way of the dinosaur).  The feeling of excitement — which exists to this day — when “Billie Jean” is played.

Yes, all those thoughts were there.  But quickly, they were replaced (at least temporarily), by the question that every publicist should always ask in any breaking news situation, “Which of our clients can comment to the media?”

If you’re not a publicist, you might well say, “You ARE a third-rate ambulance chaser, Linden-a media hack, and you have no sense of decency!”

The accusation is understandable, but not on point.  It is one thing to simply throw someone on television or to journalists to speculate about Jackson’s personal life and question his character.  It is another thing to have an experienced expert comment on the process.

And so, when he died, I immediately thought, this is as much a business story, as it is a personal and tragic epic.  Surely, someone will need to walk viewers and readers through the aspects of Jackson’s business empire, his royalties, licensing and copyrights.  What happens, I asked, to his empire, which is so large and yet debt-filled and unclear in terms of its control?

At the end, we contacted one of our clients (a prestigious accounting firm), and worked to obtain high-tier media opportunities on behalf of one of its music licensing accounting experts, who works with major entertainments artists.

His expertise helped explain the process and what happens more generally to artists of Jackson’s stature in terms of estate and music licensing issues.

No doubt some might argue, “Why does any of this need to be discussed at all?”  Again, a fair question. But, Michael Jackson was one of the greatest performers and celebrities of our time.  His death was one of the major stories of the year, and it is my job to ask how our clients can be a part of that story in a dignified, helpful way.

If a client can ultimately educate, explain and show a viewer or reader how a process works (without character assassination), then a firm like ours has succeeded.

Perhaps that’s why I wouldn’t feel comfortable working with tabloid programs and pitching so-called experts who shoot from the hip to explain “Michael’s mindset” and “last days.”  Granted, those folks have a view to express, but I don’t want to be responsible for putting forth those views.  At that point, I believe, one really does become a third-rate ambulance chaser.

by Seth Linden
Senior Vice President

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