Let me be clear, I’m no public relations specialist and I have ZERO experience in crisis management, but something’s got to be done about one Jonathan Majors.
I have publicly fawned over this man for several years - my most notable quote being, “Jonathan Majors, that man can wear me as a hat”.
Although my affinity towards Jonathan has been impacted, my overall sentiments are that things are fixable. Hear me out:
It’s evident that his current team has absolutely no idea what they’re doing. Now, we can’t carry on this convo without addressing the elephant in the room: of course race has something to do with the gravity of this situation, and if you think any differently, you can go ahead and stop reading this now.
Public perception is huge, he’s a statuesque, dark-skinned, not conventionally handsome man. Put him in a dark alley with any woman (or man), and there’s an obvious power/size imbalance. Controversies like this are not new to the industry, we’ve watched an array of domestic violence cases unfold before us, with each and every detail hung out to dry.
Additionally, we’ve witnessed the re-integration of male abusers, big and small, in Hollywood. I’m not here to discuss the nitty gritty of the case or whether he’s innocent or guilty, whether he deserves his career or not; those are things I couldn’t care less about. I am a solution oriented person, and think that it’ll be a fun lil’ ride to go on; developing a PR strategy for Mr. Majors. So let’s go, because I love a challenge.
Issue a Public Apology & Disappear
Jonathan, you have to go away! But before that, take accountability (without victimizing yourself further or over explaining). Ideally, this will be in written form. It needs to be warm, personal, and short. Your words.
Do The Work
Going away doesn’t have to be punishment, get that perception out of your head. Take this time to work on yourself. START JOURNALING, you’d be surprised how much you can learn through your own writing. Get a therapist, one who understands Black culture, Hollywood, and the intersection of both. Leave the United States for a bit, get acquainted with nature and other cultures. Surround yourself with people who make you feel good. Lastly, get a new wardrobe* and find authentic humility.
Reappear in a Different Capacity
Your first step back has got to be a good one that DOES NOT centre yourself. I would recommend partnering with and financially backing a community arts foundation as well as a reintegration program for young men coming out of incarceration. You speak so much about being a role model, it's time to double down and put your money where your mouth is. Become a mentor and be accessible to the cohorts you’re working with. I’m going to say this one more time: these efforts and initiatives are NOT about you. Take the back seat and stay quiet.
Executive Produce a Docuseries on Reintegration
This is an extension of those projects you’ve been a part of. Your production team should be composed of both industry veterans (because you’ll need their names, clout and expertise) as well as up-and-coming artists (preferably graduates from the community arts foundation that you support). Focus on the journey, telling authentic stories, and providing opportunities, this is do or die for your career and CANNOT flop.
Work only with brilliant, nimble advisors, and rely on your celebrity network for support. The rollout and promotion has to be fire. Be open to losing money on this project. Pay your team handsomely and the profits should go back into the community. You can make a few small appearances alongside your production team in any press endeavors, but never alone. You’re warming people up to the idea of seeing you again, this cannot be forceful - viewers have to believe they are supporting an initiative, not you.
Important note: do not collaborate with Kim Kardashian on this, some might say it’ll be a good look because she’s already spearheading meaningful work in the reintegration/prison reform space, but it’s not. Partnering with that family will not support your BLACK bottom line.
Make a Small Appearance in Acting
Dip a toe. Play a small role that’s outside of your norm, preferably comedy or romcom. Do not do an independent film or something small scale, it has to be a big project and a small role. I repeat: BIG project, SMALL role.
Reestablish Yourself as a MOTHERFUCKING Star
You’ve really got to rely on your agents to do the legwork here and choose a phenomenal, fool-proof opportunity. You have the acting chops, kill it. This will be your first time doing intensive press on your own, spend some time getting updated media training, don’t take yourself too seriously and refrain from revisiting the past. You should be making time for every outlet. **
JM, we’re rooting for you. Don’t fuck it up.
* the 1920s fashion schtick has got to go.. sorry!
** even those fun little challenge videos.. you know, the ones where you guess which wine is more expensive or whatever - ppl like that shit
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