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Ken Sunshine’s PR Advice to Michael Jackson

Public relations professional Ken Sunshine, the comeback king of personality PR, appeared on NBC’s Today show this morning, offering his two cents on how Michael Jackson (who is not his client) should handle the press in the wake of the not guilty verdicts.

Matt Lauer: …you’ve handled people that have come out of scandal. Pat O’Brien is one of your clients. What would you tell Michael Jackson to do know, in terns of handling media following this court case?

KS: Don’t do an interview with you.

ML: (laughs) Anything more specific?

KS: Disappear for a while. Get in the studio. Do what you do best. Make music. I’m not sure he should ever do an interview.

ML: So you don’t think he has at some point sit down, as he did years ago, sit down and say let me give you my side of the story, because again, he didn’t testify in this case.

KS: The answer is don’t do it. The last interview didn’t work out so well for him. He doesn’t do great in interviews. He’s pretty good on stage.

(meanwhile, Donny Deutsch who shared the couch with Sunshine offers a half-baked suggestion that if Jackson would just admit “he has problems and needs help” in an interview it would ellicit much needed empathy, demonstrates why you should never ask an ad guy when you need sound PR counsel)

ML: Are there still rumors he [Jackson] may end up in Vegas?

KS: You know, I read these things. He’s going to end up somewhere. We have not seen the last of Michael Jackson on stage.

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