In entertainment, every decision from casting to marketing plays a critical role in shaping a show’s success. Yet, networks and production companies continue to make the same fundamental mistake time and time again. They fail to properly vet the people they put in front of millions of viewers, and when that happens, it’s not a minor PR misstep. It can (and often does) turn into a full-blown communications crisis.
We’ve witnessed a string of high-profile PR disasters lately that stem from casting choices gone wrong. Whether it’s a reality star with a questionable past or an actor caught up in self-created controversy, initial pre-production decisions like these are so avoidable. And when you fail upfront, it’s all too easy to fail at efforts to explain.
Let’s consider a couple of recent examples.
1. Casting Comes First: The Avoidable Nature of the Crisis
Vetting isn’t rocket science. And we’ve all been through some form of it when it comes to getting a job. From identify verification to a criminal background check to a deep dive into a candidate’s social media footprint, even the everyday person can’t escape being vetted. So, why is it so hard for these shows to get it right? Are they failing on purpose? Maybe. But when some seem to repeat the same mistake, they can’t possibly be realizing any benefit.
While we do know producers might prioritize personality, audience appeal and drama over due diligence, there’s a fine line between polarizing and problematic. Unscripted TV is most prone to casting teams seeking participants who will create controversy on purpose, thinking it will drive ratings. But it’s a mistake, and the risk is losing your audience altogether.
A subset of reality TV, reality dating TV, has been the worst culprit. Not only do you need castmates without criminal issues in their past, but they also need to be there for the right reasons. You’re otherwise left with clout chasers and no real point for the audience or other participants.
Love is Blind has been guilty of this. In its eighth season, we have multiple castmates facing allegations of past manipulative behavior and poor treatment of women. Regarding vetting, show creator Chris Coelen has said:
“…we have a very rigid vetting process. We have background checks and psychological evaluations. Everyone in the world has a story and we aren’t the police.”
Sure. You’re not the police, but “rigid” seems like a woefully inaccurate qualifier.
Married at First Sight is another dating show with a bad track record. And being that it’s been going for 18 seasons, the record is longer. We’ve had participants with abusive or criminal pasts and a slew of “there for the wrong reason.” But the worst of that latter point is when the show is consistently sourcing contestants who have a history of reality TV show participation. That you certainly know in advance, and that you certainly know doesn’t bode well for authenticity.
2. Casting Creates Problems: More Than Just Bad Press
A poor casting choice doesn’t just harm reputation—it can damage a brand’s credibility for years. And it can certainly affect others in the show’s orbit.
Leading up to this year’s Oscars, the film Emilia Pérez provided a lot to consider in the world of PR failures. It was steeped in significant casting controversies, mainly concerning its lead actress, Karla Sofía Gascón. A Spanish actress and the first openly transgender nominee for Best Actress at the Oscars, there was a lot of initial excitement around Gascón. Yet, she soon faced backlash due to offensive social media posts she had made in the past. These included derogatory remarks about cultures, religions and social movements, with some as recent as a few years ago.
In a statement made through Netflix, Gascón said, “I want to acknowledge the conversation around my past social media posts that have caused hurt. As someone in a marginalized community, I know this suffering all too well, and I am deeply sorry to those I have caused pain.”
But she then followed that up with an interview given without the knowledge of Netflix and referenced on Instagram that unnamed attackers “have achieved their objective, to stain my existence with lies or things taken out of context.”
The posts are bad in and of themselves, but when the person who voiced them is someone who could do good for a community that needs heroes, who has experienced discrimination, it feels even worse. And given the movie this star was representing is also working to promote a positive message of acceptance and inclusion, the problem is multiplied further.
In addition, though the movie is set in Mexico, most of the cast (along with the director and screenwriters) isn’t Mexican, sparking further controversy.
The situation also has resulted in:
- The film’s director, Jacques Audiard, making statements.
- Several of the film’s other stars making statements and facing reporter questions.
- A sharp change in the promotional aspects of the movie.
- A loss of audience trust evidenced by the negative social reactions and lackluster financial performance.
- A possible reduction in accolades, as the film was considered a frontrunner for Best Picture ahead of the Oscars voting window.
- Potentially lasting reputational issues (whether fair or unfair) for many involved.
A senior executive for Netflix, which purchased the movie, commented that it “really is a bummer.” For sure.
Of additional interest though, when the BBC questioned if, considering recent scandals, Netflix would change any of its casting practices in Netflix-produced reality shows or movies alike, the exec added:
“It’s not really common practice for people to vet social tweets that way… A lot of people are reevaluating that… I do think it is raising questions for a lot of people about reevaluating that process.”
So, while the debate as to whether someone’s work should be considered separate from their personal thoughts and views rages on, perhaps we’ll see more creators and casting agents in particular paying closer attention to the potential PR fallout.
In closing, if you’re charged with casting, do better.
Do the deep dive. Actually employ the rigor you claim to in the case of unscripted television. And in the case of scripted entertainment, consider whom you choose to work with and have represent your product. Also, as always, have a crisis communications plan. If something problematic does exist, it will come out.
Casting controversies aren’t just bad PR. In a time where transparency and accountability are critical and where social media sleuths will hold you accountable, failing to properly vet is reckless when it comes to reputation.
Thank you for joining me for another look at all the ways and all the areas in which we might find a PR fail. Until next time!
Best,
Aaron Blank
President and CEO
Fearey