In the summer of 2023, SAG-AFTRA and the Alliance of Motion Picture and Television Producers faced a significant challenge during negotiations, leading to a strike lasting 118 days. The labor union's demands for better residuals from streaming and regulations around AI were not satisfactorily addressed. To strengthen their position, SAG-AFTRA engaged in extensive PR planning ahead of the strike, emphasizing traditional and social media to promote their message of labor rights. The organization's strategic communication efforts proved effective in garnering public support, showcasing the essential image of solidarity among members through visual symbols like signature t-shirts.
"By mid to late June, there was a 65-page strategic plan in case of a strike, including a budget and a contingency for quick response."
"Garnering support early on was imperative, Greenwalt said. SAG-AFTRA needed that picket line image."
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