He was arrested on
six days later,
and, shortly thereafter, the video from the bus incident was released to media and it began to play nationally.
While he wanted to protect his daughter, he regretted cursing and threatening the kids and bus driver and wanted to apologize to all involved. Julison Communications was brought in to work with Jones and his attorney to develop a communications strategy and help him tell his story. Ryan Julison negotiated exclusive interviews with Good Morning America and The TODAY Show and began to execute a full-scale media campaign for Jones.
Julison encouraged Jones and his family to use this media spotlight to promote the Pacer Center, a non-profit based in Minneapolis that specializes in protecting children with disabilities from bullying.
Julison planned and executed all aspects of Jones' media response including national interviews, a press conference and drafted several statements for the family.
James Jones' press conference and response was broadcast around the country. In all, the coverage included multiple AP stories, more than 2,000 TV stories on local affiliates throughout the U.S., appearances on Dr. Phil, Geraldo, Fox News, Joy Behar, CNN Headline News, TODAY Show, Good Morning America, MSNBC, ABC World News Tonight, NBC Nightly News, CNN American Morning and many others.
James Jones was able to effectively communicate his side of the story, completely turning the public outrage against his initial outburst into sympathy and understanding for a dad who just wanted to protect his disabled daughter.