Bob Iger, enemy No. 1 as media bosses avoid Hollywood’s anger. PR experts warn of CEO communication lesson.

Bob Iger, enemy No. 1 as media bosses avoid Hollywood's anger. PR experts warn of CEO communication lesson.

The Disney Controversy: Bob Iger’s Controversial Comments on Strikes And the Backlash That Ensued

In a recent interview at the Sun Valley Conference in Idaho, often referred to as “summer camp for billionaires,” Disney CEO Bob Iger made a series of controversial comments about the ongoing actors’ and writers’ strikes. He mentioned that both unions are pushing for increased compensation and stronger regulations on the use of artificial intelligence in contract negotiations. However, Iger voiced his concerns about the expectations of the unions, arguing that they are adding to the existing challenges faced by the entertainment industry.

The response to Iger’s comments was swift and passionate. Celebrities and social media users alike criticized his remarks for being out of touch and lacking empathy. Screen Actors Guild–American Federation of Television and Radio Artists president Fran Drescher expressed her frustration, referring to Iger’s extravagant lifestyle and income level. Actor Sean Gunn urged Iger to introspect, while David Simon, creator of the TV show “The Wire,” tweeted a blunt message to the CEO.

Iger’s annual compensation of $27 million, which includes a base pay of $1 million, an annual bonus of $1 million, and approximately $25 million in stock awards, starkly contrasts with the median salary of Disney employees, which is $54,256. This glaring pay gap fueled the resentment towards Iger’s comments. SAG-AFTRA actors, on the other hand, had a median salary of $46,960 in 2021, with many struggling to supplement their income due to the changing landscape of the entertainment industry.

Three PR experts weighed in on Iger’s remarks, stating that he deviated from his media training and highlighted the importance of empathy and sensitivity in public communication. The experts emphasized the significant economic disparity between CEOs and the average worker, urging business leaders to exercise caution in their public statements.

While Iger received significant backlash, it is worth noting that other studio CEOs have also been caught in the midst of the Hollywood strikes. However, they have not faced the same level of scrutiny as Iger. Paramount Global CEO Bob Bakish expressed confidence in managing through the Writers Guild of America strike, while Warner Bros. Discovery CEO David Zaslav and Netflix co-CEO Ted Sarandos proclaimed their ability to weather the storm. The relative silence of these CEOs since Iger’s interview likely stems from caution advised by their communications teams.

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The contrast between Iger and Sarandos’ responses to the strikes was notable. Sarandos positioned himself as someone with a personal connection to unions, mentioning his father’s involvement as a union electrician and highlighting Netflix’s commitment to reaching an agreement. This approach resonated well with the public, emphasizing the importance of leading with humanity and empathy.

In the aftermath of Iger’s controversial comments, Disney has remained silent on the ongoing strike. PR experts suggest that in the future, the company should better prepare its executives to address strike-related questions with more neutrality and empathy. Additionally, they recommend taking tangible steps to repair relationships with writers and actors once the strike concludes. This could include town halls and open dialogues to demonstrate value for talent and foster a collaborative atmosphere.

The Disney controversy surrounding Bob Iger’s comments on the strikes has shed light on the widening pay gap in the entertainment industry and the importance of empathetic communication from business leaders. It serves as a reminder that public figures should exercise caution when discussing contentious issues and strive to bridge gaps rather than exacerbating them.