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  • Writer's pictureGabrielle Pineda

Navigating the Storm: A Publicist's Tale During the SAG-AFTRA Double Strike

The entertainment industry is no stranger to challenges, but the recent SAG-AFTRA actors and writers' double strike has sent shockwaves through the entire ecosystem. I am a junior publicist working for a boutique firm that primarily represents actors and actresses. I have firsthand experience of the chaos and instability caused by the ongoing strike. I aim to share my personal journey as a publicist and highlight the challenges that we commonly face. I will also explore the significant impact that the current strike has had on the industry.

The primary role of a publicist is to promote their clients and create buzz around their projects. However, with the strike in full swing, the ability to effectively promote anything has been severely hindered. Publicists are left grappling the challenges of finding alternative ways to support and elevate their clients' profiles without relying on traditional promotional avenues. The lack of clarity surrounding when the strike will end has led to layoffs and downsizing within many PR agencies. As a junior publicist, I recently faced the unfortunate reality of being laid off due to the firm's inability to promote anything during this challenging time. Publicists are known for their ability to adapt to changing circumstances, and this strike has put that skill to the test.

With traditional promotional channels on hold, publicists have had to devise new strategies to keep their clients in the public eye. Exploring digital platforms, social media campaigns, and unconventional marketing methods have become paramount in this era of uncertainty. In times of crisis, the importance of collaboration and support within the industry becomes evident. Publicists, actors, writers, and production companies are coming together to navigate these uncharted waters. By sharing insights, experiences, and resources, professionals are collectively striving to minimize the strike's impact and find ways to keep the industry afloat.

Beyond the struggles faced by publicists, the double strike's consequences are reverberating throughout the entertainment industry. Actors and writers are fighting for fair compensation, better working conditions, and improved creative rights. The strike's outcomes could reshape the industry, influencing future contracts, negotiations, and the dynamics between talent and production companies.

The SAG-AFTRA actors and writers' double strike has plunged the entertainment industry into an unprecedented period of turbulence. As a publicist, I've witnessed firsthand the challenges of promoting projects and navigating the uncertain landscape. However, amidst the struggle, there is resilience and collaboration within the industry. By supporting one another, exploring new strategies, and raising awareness of the strike's implications, we can work towards a more equitable and sustainable future.


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