Author: Abby Bloomquist

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 7^th 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 22^nd 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

A prime example of planning, branding and publics in regards to public relations is Google. Since its creation in 1998, Google has evolved into the well-known company we know today. Google has displayed exemplary public relations tactics in various campaigns and developments over the last few years. Here is one example why Google is successful from a public relations perspective.

Background of Google’s Ebola Fundraiser

In 2014, Google created a monetary fundraiser to donate funds to the Ebola crisis that was sweeping over Africa. Google promised to donate $2 for every dollar raised for the cause until they reach its goal of $7.5 million. Google utilized banners on their website to promote the fundraiser. An example of the ad is pictured below with their key information and messaging.They also partnered with Facebook to promote this campaign to users. 

Google named the organizations the funds would go to support which added a layer of transparency and trustworthiness. 

Planning and Branding Tactics

The planning and execution that is entailed in a project of this size is a massive undertaking. A fundraiser of this size would require preparation coordinating with the four organizations, confirming how the funds would be dispersed, setting up the website and payment process, and how to market the campaign. Millions of people supported this cause, and Google was able to disperse the funds to the appropriate organizations. This campaign created a philanthropic perspective on Google’s brand that was not present prior to the fundraiser. Their involvement and action to support a worthy cause gained the respect of millions of people. This example explicitly depicts evidence of thorough planning and branding tactics.

Google’s Audience

The difficult question is who is Google’s audience, and how did they address them? While some may think that the target audience is everyone because nearly every person uses Google, it can be narrowed down even further. In regards to the previous campaign, Google was targeting middle class to upper middle class people. Since this is a monetary campaign, they are looking for people with a bit more financial stability, perhaps people in the 30-50 age range. People older than that may not be as technologically savvy and therefore not understand how to support the cause. They need to reach people who have the technology to engage with their company on the Internet. Users are typically technologically competitive or have higher education. With these demographics in mind, it becomes easier to narrow in on the content, messaging, and tactics to best target that audience. 

Google is a prime example of how much planning and preparation are required to execute public relations strategies and tactics effectively. If you don’t believe me, go Google it. 

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