SAG-AFTRA — Publicists in the entertainment industry assist in the management of industry figures’ publicity and frequently play an important role in the promotion of film and television premieres. These individuals frequently work in the background to help move the industry ahead. However, there has been a shift in how things are carried out.
This week, publicists met with SAG-AFTRA leadership to determine how they would manage the WGA and SAG-AFTRA joint strike. The meeting came to a close on an uneasy note.
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What happened?
On Tuesday, a Zoom meeting was scheduled to investigate how talent companies may negotiate the massive strike. The meeting was attended by Duncan Crabtree-Ireland, National Executive Director and Chief Negotiator. Many people were outraged when Crabtree-Ireland apologized for the strike’s impact on their business in general. He also admitted that the strike will have unintended consequences for others in the industry.
When asked about what happened during the meeting, a SAG-AFTRA representative declined to comment.
“We do not comment on private meetings with our allies in this very difficult fight for the respect, dignity, and economic equity our members, who are also their clients, demand,” the spokesperson explained.
“The support of our membership and partners throughout the industry is a powerful foundation from which we will ultimately secure a fair and just deal from the studios and streamers.”
SAG-AFTRA and PR
The tone of SAG-AFTRA leadership at the conference, according to a senior publicist from a big firm, was harsh and unpleasant to PR professionals, all of whom were trying to make a living.
According to a source, the meeting’s reality was that, rather than seeking the aid of those who could shed light on the issue and shape the general public in their support, Crabtree-Ireland snubbed them.
“He referenced that the membership voted for this to happen,” the source said. “They voted for a strike, and in order to achieve the goals of the union, these are the circumstances.”
The publicist voiced concern about how things were going in the industry, especially in the wake of the meeting.
Calls to loosen the grip on publicity
According to one source, public relations professionals are urging SAG-AFTRA to modify its public relations regulations. They underscored the differences in the methods to publicity taken by SAG-AFTRA and the WGA.
When the union took to the picket lines earlier this month, over 160,000 members were told they would be barred from supporting any projects with the firms involved, even if it was a prior project.
Although the writers guild went through an identical process at the start of their strike, the limits were lifted informally when several authors and writer-directors worked on award season and theatrical promotions.
Effects of the strike
The talent public relations profession is witnessing considerable change, with rosters being evacuated and stars taking sabbaticals. According to publicists, if the strike continues into the fall, many businesses will be forced to close after surviving Covid.
According to reports, the disparity in decision-making between the two guilds is due to the fundamentals of what allows artisans to flourish.
“Writers create words. They’re used to going their own way,” an individual noted. “Actors interpret words and express them for a living, and look to the directors more so for guidance.”
Another objection raised is that just a few SAG-AFTRA members are permitted to publicize projects, particularly those from indie producers. Unknown Country, for example, struck an interim agreement with the guild. Everyone else is on lockdown, and no one is willing to take the first step toward confronting the consequences of violating the order.
Fear among publicists
Publicists are concerned about what could take place in the next months, with one high-level representative arranging a private Zoom meeting with its members. In advance of the meeting on Monday, the email was circulated to significant public relations agencies representing prominent celebrities and independent operators.
“A lot of you reached out to me after the SAG[-AFTRA] call this week to set up a meeting with all the PR companies to discuss next steps, strategy, etc,” the email begins.
“I have one set up for Monday, July 31st at 10 am PT/1 pm ET. Hope most of you can join. This is a difficult time, and we need to stand together.”
The year 2023 will be a watershed event in Hollywood and the entertainment industry because it will be the first time in decades that actors and writers have walked picket lines together since 1960. The labor unrest is especially concerning for publicists who fear the SAG-AFTRA PR campaign has gone too far, despite their backing for both unions.
According to certain representatives, participation in the interconnected Hollywood community should be seriously considered.
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