Disney announced on October 16th that it is extending its contract with Chief Communications Officer, Kristina Schake. The two-year agreement ensures Schake will remain in place during Disney’s expected leadership change, when current CEO Bob Iger steps down in 2026.
Before joining Disney in 2022, Schake had worked for Hillary Clinton, Michelle Obama, and with the Biden administration. Disney must have found that Schake made the transition from Washington progressive politics to the boardroom smoothly, and believes it needs a chief communications officer fluent in both.
When Politics Crosses with Entertainment
When Schake was hired in April of 2022, Geoff Morrell, Disney’s chief corporate affairs officer, said, “Her experience in the public and private sectors, in political and corporate campaigns, make her ideally suited for this important role.”
Before coming over to Disney, Schake’s background was primarily in tech and politics, not entertainment. Schake’s resume included serving as Instagram’s global communications manager and then as communications director for First Lady Michelle Obama. During Hillary Clinton’s 2016 presidential run, Schake worked as deputy communications director. Her last position before joining Disney was with the Biden administration, leading the vaccine education campaign.
Schake took over for the previous chief communications officer Zenia Mucha, who had held the position for nearly two decades. In an email, Mucha announced that she had decided not to renew her contract at the end of her term. This roughly coincided with Bob Iger’s first departure. Although Schake was hired during Bob Chapek’s brief tenure as CEO, her contract extension suggests Iger is pleased with her performance through turbulent times.
Just days before Schake’s hiring was announced, Disney was entrenching itself in Florida politics. On March 28, 2022, the company released a statement criticizing the state’s HB 1557 legislation, which they referred to as the “Don’t Say Gay Bill.” By May 2022, NBC polling showed that public opinion of the brand had fallen sharply.
Ron DeSantis via News4JAX The Local Station YouTube
More recently, Schake has had to handle the bad press surrounding Jimmy Kimmel. In the wake of the Charlie Kirk assassination, the host spread false information on his ABC late night show about the alleged assassin being aligned with Trump supporters. Disney once again found itself in the midst of a communications crisis, this time facing backlash from the FCC, network affiliates, and the public.
As entertainment and politics continue to intersect, having someone like Schake handle communications may be an asset. But it also raises the question: is the convergence of politics and entertainment a temporary situation, or an unfortunate reality for the foreseeable future? With Schake’s two-year contract extension, Disney is clearly betting on the latter.
Conclusion
Disney’s decision to hire someone with an extensive background in politics as Chief Communications Officer may be logical in our politically charged cultural moment. However, the fact that Schake has only worked on one side of the aisle also invites scrutiny.
Bob Iger via CNBC Television YouTube
Will Disney continue down the partisan path that created turbulence in Florida, or will they attempt to communicate a more centrist image? Much of that may depend on who steps in as CEO after Iger’s departure.
What do you think? Is this more of the same from Disney? Let us know in the comments!
Disney must be a money-laundering and fraud operation. (Paid by Soros? Blackrock? etc.) Because its strategy is certainly money-losing, from a quality-entertainment perspective. Ticket prices up, whilst alienating the audience who can still afford it.