July 1, 2004

BY MARY MITCHELL SUN-TIMES COLUMNIST

Shortly before pioneering black journalist Vernon Jarrett became ill, we had a conversation about the Rev. Jesse Jackson. Jarrett let me know that even though he may disagree with some of Jackson's positions, he no longer criticized him.

"Jesse's got balls," he said.

As far as Jarrett was concerned, Jackson is the only black man in the nation who can make corporate America pay attention to the concerns of black consumers.

Now we can add syndicated radio jock Tom Joyner and talk-show host Tavis Smiley to that list. Their celebrity status and access to large audiences have proven to be the leverage needed to deal with unfairness in corporate policies today.

Recently, Joyner and Procter & Gamble reached what the New York Times described as a "multimillion-dollar" agreement. As part of the agreement, Procter & Gamble will consolidate its advertising with Joyner's syndicated radio program and support the National Underground Railroad Freedom Center, the United Negro College Fund, and the National Football League Super Bowl Gospel Fest.

And the company's top brands will become sponsors of Joyner's promotional events, such as the SkyShows, family reunion and cruise.

But until now -- outside of a federal judge -- only Jackson could make corporate America pay for its sins. Jackson's critics may call him a "shakedown artist," but he's more like a sin eater. It is not his fault that a lot of corporate leaders have something to hide. Nor is it Jackson's fault that he can get corporate entities to sponsor events such as his Rainbow/PUSH Coalition & Citizenship Education Fund 33rd Annual Conference just by pointing out their alleged wrongs.

There's only one problem.

Problem of perception

Although I understand this is how power works, it still feels sleazy. It's like a liquor company underwriting a church tea. It just isn't done. That's what is wrong with DaimlerChrysler's prominent sponsorship of the Rainbow/PUSH conference.

The perception is all wrong.

The car manufacturer is embroiled in discrimination lawsuits across the country. If DaimlerChrysler had agreed to underwrite the Rainbow/PUSH conference as part of its settlement of those suits, its sponsorship would make sense. As it is, it looks like the Rainbow/PUSH Coalition is giving comfort to the enemy.

While high-profile black people in the business, political and entertainment arenas were gathering under the DaimlerChrysler banner, at least one of the plaintiffs, Gerald Gorman, was giving a deposition in the case.

Gorman, a white man, blew the whistle on the auto manufacturer's alleged biased lending policies. Because of those policies, Gorman claims he was forced to close dealerships in Midlothian and Marquette Park. Six African Americans in the Chicago area also filed suit against the company last year.

I asked Gorman how he felt about Jackson taking DaimlerChrysler's financial support.

"Chrysler made a business decision to try to mend their wounds in the African-American community," Gorman said. "I never gave much thought as to what they did. But I did have a lot of questions in the back of my mind as to what Rev. Jackson could be thinking. I think it destroys the morale of people in the African-American community in that the supposed leaders of the community have accepted money from a company which is involved in a case with such serious allegations and racist remarks," Gorman said.

"If civil rights leaders want to take their money, then who is betraying who?"

In the trenches

Jackson doesn't see it that way. In fact, the civil rights leader pointed out that other civil rights groups have taken money from DaimlerChrysler, too. The NAACP, the Urban League and the Congressional Black Caucus, all of these groups that fight these companies, do so against challenges every day, Jackson said Wednesday.

"We support suits against race discrimination and gender discrimination. At the same time, we are fighting for black car dealerships, fighting for blacks to get promoted, fighting to get supply contracts," he said.

During a news conference, Jackson announced that he would be joining Joyner and Smiley in attempting to pressure John Deere Co. to open up business opportunities for blacks in asset management and dealerships. He was joined by Kenny Edwards, who is suing Deere in connection with a failed bid to become the first African-American owner of a "golf and turf" franchise.

I suppose you could argue that the end justifies the means.

But Rainbow/PUSH and other civil rights groups shouldn't accept financial aid from companies that are battling black people. While black plaintiffs are fighting for their futures, they shouldn't have to worry about the allegiance of black leaders.

It shouldn't be this easy to get a seat at our table.