Michael Jackson unveiled a Web site to issue official statements regarding his case. The media circus following him makes this an easy choice over holding press conferences. But the site is not helping his case.
My personal feelings on this case aside, a one-way communication approach is a step above no-comment and silence strategies—a barely discernable step. The site has no e-mail link and no method of contact listed for fans to show their support. This is a critical error. This eliminates Jackson's ability to promote the support he might receive. Look at Martha Stewart's Web page as spokesperson strategy. In less than six months Martha's site has received 15 million hits and nearly 70,000 e-mails from supportive fans.
Jackson's absence of contact information connotes guilt and that he does not care what his fans think.