Disney is experiencing a crisis and television is the most affected. For that reason, the company turned to a former Biden adviser, Remi Yamamoto, to deal with "issues-oriented messages." She will be responsible for developing the communication strategies of the television networks owned by the Walt Disney Company, which are currently experiencing one of their worst years.
Specifically, the company told Variety that her work will focus on "developing cross-brand messaging and communications strategies that promote Disney Entertainment Television programming executives across ABC Entertainment, ABC News, ABC Owned Television Stations, Disney Branded Television, Disney Television Studios, Freeform, FX, Hulu Originals, National Geographic and Onyx Collective, working closely with brand publicity leads across the businesses."
From the White House to Disney
However, her primary mission will be to oversee crisis communications and "issues-oriented messaging." She has experience in this after working as a special assistant to President Biden and senior adviser in the office of the White House chief of staff. In addition, she also worked for Barack Obama and Hillary Clinton.
According to Naomi Bulochnikov-Paul, executive vice president of advertising and head of communications for Disney Entertainment Television (DET), Yamamoto's experience in the field of problem management is what makes her ideal for the job. She said:
Remi is an exceptional communications strategist with a tremendous breadth of experience. We are excited to welcome her to our talented communications team, where she will bring a unique perspective and continue to amplify the narrative around our award-winning content brands and leaders. Her sharp instincts and impeccable judgment will serve us well as we further position our organization as the leader for original entertainment and news programming.
Yamamoto has a big challenge ahead of her. She will have to face Disney Plus' massive drop in subscribers as well as the latest box office flops which caused the company's share price to drop to its lowest level in nine years. She is also joining Disney at a time when Bob Iger is considering selling ABC, Freeform, FX or Disney Channel.