In 2023, SAG-AFTRA – the world’s largest union for actors, broadcast journalists and recording artists – was on strike for 118 days, the second longest strike in the union’s history. Chief Communications and Marketing Officer Pamela Greenwalt was at the center of it all, managing all of the components surrounding the strike.
She shared her insights on why the strike—and its messaging—was so successful in an episode of Just Following Up…Again. Here are some highlights.
Be Prepared
Before negotiations with the Alliance of Motion Picture and Television Producers (AMPTP) broke down, Greenwalt’s team already knew that their membership overwhelmingly voted to authorize a strike if the union’s demands were not met.
So, when the strike started, Greenwalt’s team was ready to go; they had developed a strategic plan for how to communicate with different audiences about the strike. They ran through different scenarios so they could plan how they would react or respond to challenges. They had their chief economist do research on the economic impact the strike would have on the entertainment sector.
The Four D’s
- Message Definition – What are you saying? What do you want to get across?
- Message Discipline – Stay on topic.
- Message Distribution – Where are you putting out your message? Make sure that the context is right for your key messages.
- Message Domination – The ultimate goal. You want to control the conversation.
Human-Centered Storytelling
One of the AMPTP’s proposals was allowing studios to scan background actors’ faces and bodies and then use digital replicas of these artists “in perpetuity” without requiring consent or payment.
By clarifying the human implications of this proposal, the public started to understand why this strike was important. Greenwalt’s team translated complex issues into simple, human terms.
Also, union members were directly engaged in talking to media outlets, sharing how different proposals would impact their livelihoods, and creating a fun, joyful environment at picket lines. This was more effective and impactful than having all messaging be done by the union’s executive leaders.
Identify the Pressure Points
SAG-AFTRA created a coordinated strategy that put immense pressures on the studios that weren’t agreeing to the union’s demands.
1. No Promotion of Struck Work
Members could not promote film or television projects covered by the strike. Visibility — and therefore value — was restricted. Studios were releasing movies that couldn’t be promoted by its stars.
2. Interim Agreements
Independent producers could sign agreements that included the union’s proposed terms, allowing them to continue production. Nearly 2,000 applied; more than 1,000 were approved. This kept content flowing — just not for the studios being struck.
3. Influencer Outreach
When the studios indicated that they were going to engage with influencers to promote their projects, Greenwalt’s team beat them to the punch.
Since many influencers were not union members, the team crafted a campaign to organize and collaborate with influencers so they would not work with the studios. Within a week, a couple thousand influencers had signed a pledge not to work against the strike.
TLDR – Never forget the fundamentals.
- Build consensus before you need it.
- Craft clear, consistent, and relevant messaging, then distribute it strategically.
- Direct engagement with union members was highly effective.
- Anticipate what others might do to contradict your efforts or strategy. Neutralize them quickly.
- Mistakes will happen. React to them with speed and clarity.
- Identify the movers and the shakers who influence decision makers.
To listen to Pamela Greenwalt’s full podcast interview, click here.