Hershorn, G. (2021, April). Producer Scott Rudin and his Tony win [Digital image]. Retrieved from https://www.google.com/url?sa=i&url=https%3A%2F%2Fqz.com%2F1993947%2Fproducer-scott-rudin-is-a-symptom-of-hollywoods-toxic-culture%2F&psig=AOvVaw1BYfH0u1OiY2JqX_jgt3TP&ust=1618882748744000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCMjfxr2WifACFQAAAAAdAAAAABAK
The Situation
On April 7th 2021, the Hollywood Reporter released an exclusive article about Scott Rudin, an extremely successful producer in the entertainment and Broadway industries. Rudin is accredited with winning 17 Tony Awards along with Golden Globes, Academy Awards, and the success of several long running Broadway shows. Multiple ex-employees have started to come forward and share their experience working for Scott Rudin Productions. One of Rudin’s former executive coordinators, Caroline Rugo, spoke of several accounts where Rudin exhibited threatening behaviors’ such as throwing his laptop, a glass bowl, and other objects at or near people. Ryan Nelson, Rudin’s executive assistant from 2018-2019 recalled, “Every day was exhausting and horrific.” More and more people are starting to come forward with similar allegations and experiences.
The Solution
In response, Actor’s Equity Association, the union for professional actors in theatre, issued a press release about the need for harassment-free workplaces for the arts. The statement did not include Rudin’s name, but rather re-affirmed the zero tolerance for harassment and promised to do all they can to hold people accountable in the workplace. Many members of Actor’s Equity and employees of Broadway were upset on behalf of the victims at the lack of commitment and effort to explicitly name Rudin in the release. Members are demanding for Rudin to be placed on the “Do Not Work” list (primarily used following failed contract negotiations between the union and producers or theatre companies).
Following this outcry from Broadway performers and workers, Actor’s Equity released a statement calling on Rudin to release employees from non-disclosure agreements. The same day the press release came out, Scott Rudin announced that he would be taking a step back from his Broadway productions. Rudin continued by stating,
“My roles will be filled by others from the Broadway community and in a number of cases, from the roster of participants already in place on those shows. Much has been written about my history of troubling interactions with colleagues, and I am profoundly sorry for the pain my behavior caused to individuals, directly and indirectly. I am now taking steps that I should have taken years ago to address this behavior.”
Rudin declined to comment on the specifics of his future involvement with shows, financial implications, or on the specified steps he promised to make towards personal change. Even despite this promise, members of Actor’s Equity are planning a march on April 22nd to Rudin’s main offices and other prominent locations. Members are demanding that Scott Rudin be removed from the Broadway league, donate a large sum of money to BIPOC run theatres, and be placed on the Actor’s Equity Association’s “Do Not Work” list. While this is a public relations issue for Actor’s Equity Association, Scott Rudin and his reputation are tied to it as well.
The Course of Action
From a PR perspective, the allegations against Scott Rudin were plentiful, specific, and concrete. Rudin’s reputation is in need of major damage control with the opportunity to turn things around. The statement Rudin released was fairly vague, to the point, and what one could expect from someone who is apologizing in the public eye. It took Rudin several days to respond with a statement after the initial article was released. This level of seriousness is one of a crisis, wherein he and his team should have reacted in a more timely manner. Even though he released a statement, he did not address any other changes other than that he will be “taking a step back.” While it may give some peace of mind to know that Rudin will no longer be involved in his Broadway engagements, it does not specify how or what that will look like for people directly involved.
One way his statement could be improved is to state specifically what steps he is taking to change his behavior. Rudin can say he will change all he wants, but a plan of action would be more convincing to the public. The Actor’s Equity members and their demands bring a new dynamic to the situation. It would be wise of Rudin to adhere to these demands by donating to the BIPOC organizations in lieu of his commitment to alter his abusive habits. His brand of being a cutthroat, successful, overbearing producer might need a shift if he wants to keep his company alive. A re-structuring of employee relations, external communications, and issues management would also serve his company well.
Key words:
-public relations
-crisis communication
-Scott Rudin
-Actor’s Equity Association
-harassment
-abuse