On the writers' strike ...

This is from Scripps grad Megan Averell:

The Writer's Guild strike is pushing on, with a ban now lifted on talking with the media about specifics in negotiations.

I'm sorry, was there ever a ban? The writers have been doing such a good job (along with their friends The Press) in keeping this front and center, I didn't know such a ban existed. Apparently, I am not alone. Without knowing much about the dollars and cents, most Americans support the writers.

NPR recently reported on a reason that might be the case. The writers are simply killing the producers in the PR battle. One doesn't have to go far to see mad-as-hell writers being funny-as-hell in getting their case out to the public. YouTube and MySpace are full of clips and short messages as catchy and relevant as campaign slogans. "Speechless" is a near-ad-campaign running on a microsite I posted below, and the clips are brilliant. It's a powerful message brought with absurdity and humor. Even their picket signs are clever, with Sarah Silverman's reading: "AMPTP: I really, really hate you right now."

You might say, "but, you can't out-clever the cleverest (writers would know that's not a word) people in the business" -- sure, but the producers haven't really even tried. And of course, the screaming irony of the situation is that the writers are using the online mediums they are fighting so hard to get a slice of the royalties for, to bring the awareness to the public about their side of the issue.

And it's totally worked. A new study from Pepperdine said only 4% of Americans support the studios, while 63% support the writers. Now, many writers have said, "that doesn't pay my bills"-- and although that may be true-- I think we've seen the power of public opinion is a big deal that can be shaped through little channels like YouTube. This knowledge, thanks to examples like gaffes posted online that have gotten politicians un-elected, etc. Strom Thurmond's birthday, anyone?

I'd rather have the YouTube and MySpace public on my side, rather than against me. If you think the American Public isn't a force to be reckoned with, just wait until the strike keeps us all from Wisteria Lane every Sunday. Marc Cherry is rumored to have a disaster hit the Lane with some major cliffhangers just before "Housewives" goes on production hiatus thanks to the strike. What?!

We love our TVs too much in this country to be subjected to re-runs for too long before this all boils over. Personally, if I don't find out what happens to Lynette, Susan, Gabby, and Bree after this cliffhanger, I may very well hit the picket lines right along with the writers. It won't stand. The public will bring it to a halt if the writers can't.

But in the meantime, the writers are doing a brilliant job of fighting the good fight. Check out their materials for some great examples in "viral" marketing, PR, alternative media, marketing strategies, or whatever you want to call them. And lo and behold-- the Pepperdine study seems to be the long-awaited "proof" that different, non-traditional tactics like these work in at least reaching the public's hearts and affecting their minds. I think there’s plenty of implications for our businesses there.

http://speechlesswithoutwriters.com/
http://unitedhollywood.blogspot.com/

Megan Averell
Consumer Strategist