How to Plan a Press Tour for a Canceled Man

At Sundance 2023, the release of “Magazine Dreams” was met with widespread acclaim from critics who believed they had witnessed an outstanding screen performance potentially marking one of the most significant performances of the year. This contemporary reinterpretation of “Taxi Driver” stars Jonathan Majors as a mentally ill bodybuilder, and the general consensus at Park City was that this performance could solidify Majors as the next great acting talent of his generation. “Vanity Fair” referred to it as an impressive act of transformation, while “Entertainment Weekly” described Majors as hard to tear your eyes away from. With his upcoming roles as the antagonist in “Creed III” and as supervillain Kang the Conqueror within the Marvel Cinematic Universe, Majors had already secured the blockbuster aspect of his career. In “Magazine Dreams,” he found a complex and demanding lead role that the New York Times predicted could establish him as a formidable contender for an Oscar nomination.

It turns out that incident never transpired. Subsequently, Majors faced charges for assaulting his then-partner, Grace Jabbari, leading to a rapid fall from grace in public opinion. His management and PR firms cut ties with him, while Marvel scrapped their plans to feature Kang the Conqueror as the main antagonist in the upcoming Avengers series. In court, Majors was convicted of one count of third-degree assault and one count of second-degree harassment, both minor offenses. He received a sentence of 52 weeks of domestic violence counseling and was put on probation. Searchlight, having obtained Magazine Dreams at Sundance, decided to abandon the project.

Two years following Majors’s imprisonment, “Magazine Dreams” is set for release, having been acquired by Briarcliff, a niche distributor focusing on troubled movie properties. Consequently, Majors will also reappear in the public sphere. This month, the actor has begun an extensive media tour, simultaneously advertising the film and his return to the limelight. Since his conviction, this visibility represents Majors’s longest stretch in the public eye. Given the nature of these events, the promotional campaign is likely the result of numerous months of meticulous planning by Majors and a group of crisis-PR specialists, who excel in “strategic communications.” (It’s been rumored that Majors is collaborating with a firm called the Initiative Group; they did not respond to a request for confirmation.) To gain insight into this process, I interviewed several crisis-PR experts, both on and off the record, to learn about the strategy behind organizing a press tour for a controversial figure.

The area of crisis management has experienced significant growth lately, with some attributing this to Harvey Weinstein, while others point fingers at shows like Ray Donovan and Scandal. Many people I spoke with observed that it had become effortless (and lucrative) for any ordinary PR agency to transform itself into a strategic communications specialist. However, they emphasized that their own firm was one of the authentic ones in this field. As Evan Nierman, founder and CEO of Red Banyan, stated, “It became something that firms felt compelled to list on their website.” Holly Baird, a crisis-management consultant, added, “Everyone wants to wear the white hat, but not everyone is capable of doing the work.

The professionals had their unique criteria for deciding if they should work with someone like Majors. For some, the decision depended on whether they already knew the person, making it easier to accept them as a client. However, everyone agreed that they needed to have faith in the individual’s genuine desire for self-improvement. “I would want to see how he is taking care of himself,” says Danny Deraney from Deraney Public Relations. “Have you sought therapy? Do you need anger management? Are you abusing alcohol?” asks Baird. It was important for many to stress that there were certain ethical boundaries they wouldn’t cross. “If I suspect the person is lying, then I have no interest in representing them,” says Nierman. “If the issue involved underage children, I would prefer not to get involved,” says Juda Engelmayer, a communications expert who has worked with Harvey Weinstein.

Almost everyone believed that Majors completed the tasks to make his rehabilitation project credible. According to Nierman, “He’s taking responsibility,” he stated. “He’s not asserting that it was an unjust conviction or that he was unfairly judged by the jury.” (However, it should be noted that while Majors claims he cannot discuss the case publicly, in a 2024 interview with Good Morning America, he did maintain that he had “never struck a woman.”)

The task at hand is to create an impactful story tailored for the client. As Nierman puts it, “This is your one genuine chance at redemption.” To ensure authenticity, this narrative should be rooted in reality or a realistic interpretation of events. This process begins with lengthy, challenging dialogues. According to Engelmayer, “My approach centers around empathy. I listen carefully to the individual, truly understand their perspective and condense it. Then, I need to determine the suitable storyline and devise a way to communicate it effectively to a wide audience.” To do this, I delve deep within myself: I engage in numerous writing exercises, consult loved ones such as my partner or children, and consider if the narrative is something they might find unconvincing.

Experts commended Majors and his group for effectively narrating a succinct and straightforward tale. “They’re employing all the buzzwords,” remarks Baird approvingly. “He’s delving into personal growth, reassessing the society he belongs to. He’s masterfully striking a balance: admitting past mistakes, but then detailing his progress since then.

It seems that securing those Majors probably took several months of rigorous media coaching, similar to how a candidate prepares for a live televised debate. As Nierman, who has advised on previous presidential campaigns, points out, “We created a series of questions to conduct mock interviews and assess his performance.” Baird adds, “We looked at whether he was fidgeting, twitching, or scratching his head during the practice sessions. We also observed if he avoided eye contact, if his body language suggested dishonesty, or if there were any other signs that could make him appear untrustworthy.

2024 saw the return of Majors to the glamorous world of red carpets, following his conviction. Stepping back into the spotlight, he appeared hand-in-hand with his new fiancée, actress Meagan Good, at the African American Film Critics Association’s pre-Oscar luncheon. Not long after, they were spotted again at the NAACP Image Awards. As a seasoned movie reviewer, I can tell you that Baird, who has a keen eye for such matters, believes these appearances were more than just a casual outing – they were an experiment. The harsh glare of red carpet events, she explains, can be ruthless. Reporters often make bizarre comments and ask unexpected questions that can push even the most seasoned celebrities to their limits. She’s witnessed many stars forced into premature press tours before they were ready, resulting in awkward interviews, frightened expressions, and stumbling words. In her opinion, it all just sounds like nonsense.

A while ago, before these occurrences, Majors intervened in a scuffle between two teenagers at an In-N-Out. The specialists don’t think this was a deliberate scheme. As Nierman puts it, “The potential risks of this action going wrong are too high.

Given the high-profile nature of a celebrity like Majors since 2015, the media has developed an increased appetite for negative news, often using attention-grabbing headlines. As Ross Johnson, founder of Johnson Public Relations, puts it, “The demand for cancellation content is high in today’s media landscape.” Engelmayer adds, “While most media won’t be outright friendly, they will create sensational headlines to attract readers.” However, it’s crucial for crisis managers to maintain relationships with the press. As Engelmayer explains, “Instead of seeking the friendliest writer, it’s more accurate to find the right writer – someone who listens and gives due consideration to your perspective, rather than dismissing it outright.

According to Nierman, it’s all about reciprocity. People outside of media might be astonished by the amount of back-and-forth that takes place. The image often portrayed of a persistent publicist who swiftly shuts down awkward questions does have some truth to it. However, in critical situations, this approach could potentially backfire. Instead, if I were counseling clients, I would suggest that their efforts are best directed towards ensuring they can answer every question thrown at them, rather than focusing on the media outlet and attempting to persuade, pressure, or sway them.

Modern digital platforms like social media provide novel pathways for managing public crises. As Engelmayer explains, “Even when every journalist dislikes you, it’s the 3 million supporters who consistently admire you that matter.” Today’s PR professionals can now discreetly communicate with influential followers on these platforms to gauge their potential support for a cause without resorting to underhanded tactics. Instead, they can find out if these individuals are willing to consider information that the media has not yet disseminated.

“And sometimes you pay an influencer,” he adds. The going rate? “Anywhere from $5,000 to $100,000.”

While there’s general consensus that traditional methods hold value: opting for a popular, widely-recognized platform and securing an exclusive interview. To initiate his media tour, Majors graced the cover of The Hollywood Reporter, disclosing for the first time that he had experienced sexual abuse as a child. “Addressing sensitive subjects from the past, not to justify his actions, but rather to offer some insight — I believe that’s crucial,” notes Nierman. “By sharing more about himself, he’s broadening our understanding of who he is as an individual.” The professionals commended Majors and his team for their selection of platform – a trade publication read by influential decision-makers in the industry – and journalist. “Rebecca Keegan is a well-respected reporter,” says Johnson. “She doesn’t write flattering PR stories for celebrities; she delves into complex, gray areas.

This piece additionally included remarks from Whoopi Goldberg, Michael B. Jordan, and Matthew McConaughey, all vouching for Majors’s character. As Baird puts it, “When one individual takes the courage to back someone in Hollywood, it seems as though many others follow suit.

After the THR article, Majors embarked on an extensive media tour, participating in press conferences, TV interviews, and an appearance on The Breakfast Club. He emphasized his faith in God and eagerness to rejoin the Marvel Cinematic Universe. However, opinions among experts are split about the effectiveness of this all-out strategy. “I’m not a fan of the extensive press push,” says Deraney. “I would have spoken to just one or two outlets, perhaps a broadcast and a print. This massive media blitz is like pushing an opinion on the public. It’s unnecessary.

In my own words, I’d say: “I find myself at odds with the apprehensions expressed by some experts regarding potential overexposure. When I asked about their backgrounds, she pointed out an interesting perspective – the Black community and its celebrities often have unique dynamics. Forgiveness and forgetfulness are more common in this context. To truly understand, one should look at smaller platforms where a significant portion of the Black community resides.

In regards to Majors, his team seems to be strategically placing him on shows that appeal to women, like Sherri Shepherd’s talk show, and they even brought Good along for support. This not only softens his public image but also serves as a gentle shift from his past interracial relationships, according to her. In essence, they are reintroducing him to the Black community, in a way bringing him ‘home.’

Following the publication of Major’s interview, another shocking revelation emerged when Rolling Stone published audio from 2022 seemingly confirming that the actor admitted to strangling Jabbari. His team quickly responded with damage control, announcing their secret marriage during his appearance on Sherri. However, many communication professionals I spoke to later agreed that the tape had significantly threatened his comeback. From my perspective, the audio shifted the conversation from hypothetical discussions about mistakes and redemption, back to the tangible – a man’s hands around a woman’s neck. Crisis experts expressed this differently, stating that “it completely undermined their headline.” In simpler terms, “the average fan isn’t saying, ‘Oh my God, they just want to destroy him again.’ They’re thinking, He’s just a jerk.” Engelmayer added, “It will take some time before he recovers from this incident.

It appeared that no one was prepared to completely dismiss Majors’ potential. There would always be someone ready to stake a claim on his evident talent during his rise. “He still has the capacity to work,” says Johnson, “but it can be incredibly draining trying to regain your former standing once your reputation has been tarnished.” Previously, Magazine Dreams seemed like Majors’ pathway to the Oscars stage. Now it served as his only hope. In Hollywood, as Johnson stated in the days leading up to the film’s broad release, “we follow the money.” If Majors could generate $7,000 per theater, this entire situation could shift dramatically and swiftly.

On Monday, we tallied up the box office earnings: The movie made approximately $700,000 across 815 cinemas, averaging around $858 per theater.

2025-03-25 16:55

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