Netflix speaks to fans after Warner Bros. announcement; Oregon town turns story into fundraising.
The Teamsters recently launched a new Substack newsletter aimed at speaking directly to workers and the public, saying it wants to “break through traditional media” and control its own message.
The union, which represents about 1.3 million members, said the move comes after feeling misrepresented in some news coverage. Teamsters President Sean O’Brien pointed specifically to what he called “hit pieces” in legacy outlets, including criticism from The Wall Street Journal over a recent contract deal.
“They don’t tell the whole truth,” O’Brien told The Hill regarding some media outlets. “When you call them out on it and you want to do an editorial on what they said, that’s completely edited, completely under their control.”
The Substack newsletter gives the union an unfiltered way to share updates, explain policy goals and highlight issues like labor contracts, AI’s impact on workers and concerns about binding arbitration, he said.
“We’re the only union that’s doing it,” O’Brien said. “The vision is to put [out] credible information, control the narrative. Look, we’re still going to engage with mainstream media and we have to. … With the emergence of podcasts and unfiltered conversations, [the newsletter] is also a tool for us to grow.”
The Teamsters say this direct-to-audience approach lets them connect with supporters without relying on press coverage or social media algorithms. They’re also the first major labor union to launch a newsletter on Substack, showing a shift toward newer communication tools that allow longer form explanations and consistent updates.
Why it matters: Owning your message is powerful, especially when an organization feels misunderstood or filtered by traditional media. Direct channels like Substack, newsletters, podcasts or TikTok let organizations speak in their own voice without waiting for someone else to tell the story.
Instead of leaning on reporters to cover their statements or filter their messages, the Teamsters now have a dedicated platform where they control tone, timing and context.
This can strengthen engagement with members and make it easier to rally support for legislative priorities.
But the strategy is not entirely risk-free. If the newsletter sounds too defensive or promotional, it may only appeal to existing supporters and fail to persuade broader audiences.
Still, the move reflects smart long-term thinking by creating a stable, subscriber-based channel, producing steady content that can dig deeper into important issues and not waiting for someone else to shape the story.
When companies can own their message, use direct channels to connect with their audience and communicate consistently, it can be an effective strategy to boost reach and engagement while furthering their mission and helping people have a clearer understanding on nuanced or tough issues.
Editor’s Top Reads:
- Netflix recently sent a message to its more than 300 million subscribers reassuring them that despite its blockbuster agreement to acquire Warner Bros. Discovery, including its film and TV studio assets, HBO Max, “nothing is changing today.” In an email reviewed by Deadline, they continued: “Both streaming services will continue to operate separately. We have more steps to complete before the deal is closed, including regulatory and shareholder approvals. You’ll hear from us when we have more to share. In the meantime, we hope you’ll continue to enjoy watching as much as you want, whenever you want – all on your current membership plan.” For users with questions, the streaming company offered a link to its Help Center or told them to “contact us anytime.” Times of major change can cause uncertainty and frustration, particularly with all the increases to streaming subscriptions this year and people left wondering how this deal will affect their pockets. But Netflix handled this really well. The email struck a calm, reassuring tone at a moment of major upheaval. By leading with “nothing is changing”, acknowledging uncertainty about timing and promising more updates, Netflix likely helped ease subscriber anxiety, reduce churn risk and maintain trust.
- The city of Lakeview, Oregon, struggling with a tight budget and short on funds to pay for snow plowing and other services, decided to get creative. Residents of many ages volunteered to pose in a tastefully done nude calendar, dubbed the Outback Naked Calendar, selling copies to raise money for the city’s additional needs. The town’s city council came up with the idea after being inspired by the true-story-turned-movie “Calendar Girls” where a group of English women raised money for a leukemia wing of their local hospital. “Just the idea about getting naked for snow is a lot of fun,” Shelley Batty, the county’s chamber of commerce director, told the Wall Street Journal. Council members additionally offered a presentation to explain the decision, which they called “Why Granny Got Naked, A Brief History of Naked Calendar Fundraising.” So far, the cause has raised more than $13,000, further fueled by local media coverage. From a PR perspective, this move works surprisingly well for the town. It turns what could be seen as a bit wacky or unconventional into a feel-good community story: people banding together, embracing humor and vulnerability, and supporting their town in a creative way. The calendar drew attention from local media to distant buyers, spotlighting the community and bringing awareness to the cause. When organizations adopt unique ways to tell stories, it resonates. And as we see here, it can also have a positive impact on larger business goals.
- Reddit is rolling out expanded “teen safety” measures worldwide, triggered in part by a new law in Australia that bans social media accounts for users under 16. Globally, teen account holders will get stricter protections including tighter controls on chat and direct messages and ads personalization will be turned off for under-18 users. Reddit says access to NSFW or mature content will also be blocked. Increasingly, platforms are adapting to regulatory pressure and public concern, a move that requires clear, transparent communication to maintain user trust. While Reddit shared what the changes are and provided more context, they also took the opportunity to address laws that ban social media altogether, saying, “While we’re providing these experiences to meet the law’s requirements and to help keep teens safe, we are concerned about the potential implications of laws like Australia’s Social Media Minimum Age law. We believe strongly in the open internet and the continued accessibility of quality knowledge, information, resources, and community building for everyone, including young people.” Reddit approached the topic with responsibility and care while being fully transparent about their own values. They also offered additional resources, FAQs and an AMA session for concerned users. That kind of proactive transparency can help shape public perception, particularly in tricky situations involving safety and regulation.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post The Scoop: Teamsters turn to Substack for direct communication with public appeared first on PR Daily.
