Arthur W. Page Case Study
2023 Writers' Guild Strike
In Fall 2023, I collaborated with three classmates to develop a case study for the Arthur Page Case Study Competition. Our project analyzed the communication strategy of the Writers Guild of America (WGA) during its historic 2023 strike against the Alliance of Motion Picture and Television Producers (AMPTP). The case examined how the WGA mobilized its members, shaped public opinion, and leveraged digital platforms to advocate for fair pay and protections in the streaming era.
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I contributed research, writing, and editing to ensure the case aligned with Arthur Page’s principles of corporate communication ethics. Specifically, I focused on the 2023 strike and the current communication strategies by analyzing how the WGA framed transparency, solidarity, and future-oriented demands in its messaging. I also ensured consistency across our final report.
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The WGA faced the challenge of negotiating fair contracts amid a rapidly changing media landscape dominated by streaming platforms. Writers were underpaid despite record industry profits, while AI technologies threatened creative labor. The strike risked alienating audiences and disrupting Hollywood’s economy, making communication vital to multiple audiences. The opportunity was to mobilize public sympathy and industry solidarity to pressure studios into concessions.
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Our team structured the case around Page Principles, identifying where the WGA excelled and where challenges emerged:
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Tell the Truth – The WGA consistently highlighted pay inequities, residual concerns, and AI risks with clear, data-driven messaging. This honesty reinforced credibility with both members and the public.
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Prove It with Action – Visible picket lines in New York and Los Angeles became rallying points, paired with celebrity solidarity and cross-union support from SAG-AFTRA.
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Listen to Stakeholders – The WGA amplified member voices via social media and engaged in open forums, ensuring grassroots concerns informed negotiation priorities.
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Manage for Tomorrow – By emphasizing AI safeguards and fair streaming compensation, WGA framed the strike as not only about today’s writers, but also the next generation of creatives.
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Conduct PR as if the Entire Company Depends on It – The strike dominated cultural conversation, with WGA’s narratives reaching millions through mainstream outlets, social platforms, and viral picket-line content.
We also analyzed the AMPTP’s contrasting communication—often characterized by silence or dismissiveness—and how that allowed WGA’s framing to dominate the narrative.
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The final deliverable was a competition-ready case study that evaluated the WGA’s strategy through the Page Principles, assessed outcomes, and provided recommendations for future labor movements. We highlighted how union solidarity, digital-first storytelling, and value-based framing positioned the WGA as both credible and forward-looking.
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The WGA’s communication strategy was highly effective: the strike ended after 148 days with significant gains, including pay increases, improved residuals, and AI usage limitations. Our case study demonstrated how communication grounded in truth, transparency, and future-focused framing can shift public sentiment and secure long-term wins in a high-stakes negotiation.
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This project reinforced my understanding of how ethical communication frameworks like the Page Principles can be applied to real-world labor disputes. I learned the importance of aligning messages with values, amplifying stakeholder voices, and anticipating future industry challenges. If revisiting the project, I would expand the comparative analysis of AMPTP’s communication missteps to further illustrate why WGA’s approach prevailed.