In the midst of the ongoing Hollywood strikes, the Alliance of Motion Picture and Television Producers (AMPTP) has taken a significant step to reshape public opinion by hiring a prominent PR firm. The move comes as the AMPTP faces extreme criticism for its handling of negotiations and its failure to reach agreements with unions such as the Writers Guild of America (WGA).
The decision to bring in The Levinson Group, a Washington, DC-based PR company, is seen as an attempt to counter the negative portrayal of studios and their executives during the strikes. The firm’s founder, Molly Levinson, known for her work at CBS and her role in aiding the US Women’s National Soccer Team in achieving pay parity, has a track record of dealing with reputational and risk concerns.
The strikes, which have persisted for nearly four months, have led to strained relations between the AMPTP and the worker-led unions. The AMPTP’s efforts to manage the narrative surrounding the strikes and to regain public sympathy have become increasingly crucial as studio heads like David Zaslav and Bob Iger have faced backlash for their handling of the situation.
The special tribute on CBS, The Price Is Right: A Tribute To Bob Barker, hosted by Drew Carey, highlighted the challenges faced by the AMPTP. The event not only celebrated Barker’s legacy but also underscored the ongoing struggle for public sentiment amid the strikes.
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As the AMPTP faces an uphill battle in reshaping public perception, it’s worth noting that this move isn’t unprecedented. According to The Hollywood Reporter, the AMPTP had previously employed non-entertainment PR firms during the 2007-2008 Writers Strike in an effort to mitigate negative public sentiment.
The AMPTP’s choice to hire The Levinson Group is indicative of a larger strategy to reposition studios as willing to negotiate and address workers’ concerns. However, with unions like SAG-AFTRA and the WGA utilizing social media and public demonstrations effectively, the path to reshaping public opinion remains challenging.
The ongoing Hollywood strikes have revealed the complex interplay between labor negotiations, media influence, and public perception. As both sides continue to navigate the terrain of public sentiment, the role of PR firms in shaping the narrative becomes increasingly critical. The outcome of this battle will undoubtedly impact the trajectory of the strikes and the ultimate resolutions sought by both parties.
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