Will Gibbs Help Steer the Entertainment Company Into or Out of Politics?
6/21/24 – – Robert Gibbs was hired this week as communications chief at Warner Bros. Discovery. You may remember him as the affable, bespectacled White House press secretary under President Obama. In his new role, Gibbs will assist CEO David Zaslav in navigating the troubled waters of the entertainment industry.
With companies operating in an increasingly toxic political environment, it seems logical that businesses would turn to communicators with political and public affairs experience. Politicians and their staff members have been moving in and out of corporate positions forever. But Gibbs’ hiring is the latest example of an escalating trend that I believe has profoundly impacted the communications programs and positions of American’s corporate leaders.
Here’s the problem: Communicators trained within the world of politics naturally gravitate toward political solutions to most challenges. They’re more comfortable with the partisanship and rancor characterizing political discourse and advertising. Rather than avoiding the reputational briar patch of politics, they too-often guide companies into its morass.
Following their playbook, CEOs become candidates. Programs and products become platforms. Winning the hearts and minds of 55% of an audience is seen as a landslide victory, not a devastating loss of 45% market share.
This is not a Republican vs. Democrat issue. Jay Carney left his position as White House press secretary for President Obama to become senior vice president of global corporate affairs at Amazon. Hope Hicks served as executive vice president and chief communications officer at Fox Corp. before returning to the White House as a senior advisor to President Trump.
I’m not suggesting that companies banish all former political communicators. Lots of valuable experience comes with exposure to the high-pressure, performance-driven world of politics. And with Gibbs’ post-White House experience as chief communications officer at McDonald’s, he brings broader perspective to his new responsibilities. I can’t deny that selling the American people on the benefits of the Affordable Care Act was a much taller order than explaining to shareholders why Warner’s four-decade relationship with the National Basketball Association is at risk.
What I am suggesting is that CEOs facing reputational challenges should require all their PR advisors to present both political and non-political options whenever deciding a course of action. Always ask, “Can we be on the right side of this issue without alienating half of America?” Reward advisors who keep you out of politics as much or more than you reward those who help you survive once you’re in its grasp.
We don’t know whether Gibbs was hired to steer the company into or out of politics. But I believe he will serve Zaslav, Warner and its shareholders best if he sticks to business and leaves the political pontification to Foghorn Leghorn and the public rivalry to Elmer Fudd and Bugs Bunny.
That’s all folks!
https://variety.com/2024/tv/news/warner-bros-discovery-robert-gibbs-communications-chief-1236040802/
UPDATE: 9/4/24 – – The international PR firm Edelman announced the appointments of former Republican South Carolina Governor and United States Ambassador to the United Nations, Nikki Haley as Vice Chair, and former Democrat U.S. Senator and Ambassador to China, Max Baucus as Senior Advisor, within its Edelman Global Advisory public affairs division. CEO Richard Edelman said:
“Politics has become a critical consideration for clients in brand marketing, employee engagement and reputation management.”
https://www.edelman.com/news-awards/governor-nikki-haley-and-senator-max-baucus-join-edelman
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