Unpacking Bob Iger’s Terrible, Horrible, No Good PR Week

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Unpacking Bob Iger’s Terrible, Horrible, No Good PR Week
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Many in Hollywood hoped the re-upped Disney CEO, long considered the corporate leader most in tune with talent, would emerge as a levelheaded mediator who could end the labor impasse. And then he spoke his mind.

A question about the strike was completely predictable, and so easy to deflect: “I won’t discuss an ongoing labor dispute, but I hope we reach a fair settlement soon and get back to making top-notch entertainment.” Something like that.

Instead Iger expressed frustration that the guilds were not, in his view, grasping the problems facing the industry. “There’s a level of expectation that they have that is just not realistic,” he said. “And they are adding to the set of the challenges that this business is already facing that is, quite frankly, very disruptive.”

It’s possible Iger believed he could play the role of an affectionate, well-regarded paterfamilias whose words might chasten the guilds. “Bob no doubt thought through when to speak and what to say,” says a Disney veteran. “Maybe he felt he had to put it out there.” Yet this person concedes that Iger wound up choosing a poor backdrop.

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