Roseanne Barr sent ABC and Disney into damage control mode after a series of “Ambien-fueled” tweets early one Tuesday morning in 2018. The tweets came shortly after the network had revived her self-titled show, and resulted in her immediate dismissal.
For ABC, emerging from the shadow of controversy would be no small feat.
Here’s a look both at ABC’s strategies to repair its family-friendly reputation.
Keep your ear to the ground
Before the infamous tweets Barr shared in May 2018, ABC had received some complaints about Barr’s employment due to a history of insensitive statuses. Regardless, the network moved forward with the reboot.
The final instance of controversial tweets from Barr came in the early morning hours of May 29, 2018. Coincidentally, this was also the first day back for season 2 filming. Barr sent out a series of racist tweets attacking Valerie Jarrett, along with falsely claiming that Chelsea Clinton was related to billionaire George Soros. Quickly, Twitter was filled with calls to #BoycottABC.
As this situation clearly highlights, keeping abreast of conversations on social media is critical. At Bospar, we use media tracking and social listening technology to keep our clients alert to company mentions in real time. With team members across the country, Bospar can then immediately begin work to address crisis situations, help companies change their brand perceptions or move on trending conversations to insert and elevate our clients’ stories.
Communicate clearly and consistently
By 6 a.m. Pacific, ABC executives were awake and alerted to the tweets, immediately jumping into action to recover the company’s image. In the all-hands-on-deck situation, three key executives would emerge: Bob Iger, the CEO of Disney; Ben Sherwood, then president of the Disney / ABC Television Group; and Channing Dungey, then ABC Entertainment president.
ABC’s initial step in responding to the controversy was crucial. Within hours of Barr’s tweets, ABC would announce the cancellation of Roseanne. In a surprising move, ABC had decided to forgo the high ratings the show’s fanbase brought to the network in order to stand clearly against racist, anti-Semitic and defamatory language.
Dungey, who became the first Black executive to lead a major broadcast network, released a statement describing Barr’s tweet as “abhorrent, repugnant, and inconsistent with our values.” This statement made it clear to the public and the network’s advertisers and employees that ABC would not stand idly by as its image was being connected to Barr’s views.
ABC’s quick response was not limited to Dungey. Iger retweeted Dungey’s statement, adding, “There was only one thing to do here, and that was the right thing.”
By having influential figures at the helm endorse the decision, ABC fortified its stance against racism and demonstrated solidarity at the executive level.
The most critical part of ABC’s response to Barr’s tweet was a unified and unwavering front. ABC’s move to release statements from key executives wasn’t just about damage control; it was a statement on corporate values. Iger and Dungey’s remarks showed that the decision wasn’t purely reactionary but aligned with Disney’s and ABC’s long-term commitment to promoting diversity and inclusion. Their responses also helped to assure viewers, employees and partners that the network was committed to fostering a safe and respectful work environment.
Planning in advance how you will contend with a crisis and who needs to be involved, standing up for your values – especially if they come into question, and moving fast to address concerns and communicate how you will fix them are critical. Bospar, an expert in crisis and reputation management, has helped clients across a broad range of industries with all of the above. Bospar’s award-winning media relations and content teams are experts in fine-tuning clients’ responses to best represent their values and put the focus back on the positive.
Create inspiring new stories
While the show’s cancellation drew support from the public for the quick and clear response to denounce bigotry, Barr would not be the only one impacted by the loss. ABC remained focused on how it could best support the actors, writers and crew who had worked to make the reboot a success. With the well-being of the cast and crew in mind, ABC began the work to rebrand and reboot the series once more as The Conners. The show would continue to function as a classic sitcom reboot, following the fictional family but without its former lead.
The rebrand allowed ABC to salvage much of the creative work that went into the revival while still maintaining a clear distance from the now-disgraced star. Working closely with the cast and crew, the network repositioned certain co-stars to earn more screen time and promote a more positive environment behind the camera.
Not only were there logistical changes, but the plotlines within The Conners shifted to focus on more inclusive and diverse stories, proving the testament that ABC had made when firing Barr. With this final reboot, The Conners positioned ABC as a brand that features progressive shows that reflect a modern America.
Programming changes went beyond The Conners. ABC prioritized promoting other diverse representations across other shows such as Black-ish, Fresh Off the Boat and The Good Doctor. These shows had established followings and were celebrated as mainstream representations of diverse characters. By leaning into these projects alongside the reimagined The Conners, ABC showed its commitment to inclusive storytelling that appealed to a broad audience.
To maintain a healthy brand perspective, ABC implemented internal practices and policies in line with a more inclusive environment. The network increased efforts to provide inclusivity training, fostering a community dedicated to making its employees feel valued and heard. These internal efforts were not just a part of changing its brand perception, but also part of a broader strategy to build a workplace culture that reflected ABC’s values.
ABC set new inclusion guidelines to amplify underrepresented groups on TV. In a letter to creatives and colleagues, ABC Executive Vice President of Development and Content Strategy Simran Sethi detailed the guidelines and offered up a database of diverse and underrepresented talent and crew, as well as a list of vendors owned by members of underrepresented groups. As of November 2024, ABC continues to promote shows that address diversity and inclusion. Most recently, highlighting The Assembly and Soul of the Nation.
Companies that run into challenges may want to take a similar approach in their PR strategies, working with a public relations expert to create inspiring new initiatives and stories.
