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Allison Rawlings Named Head of FX Publicity and Communications

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  Published in Media and Entertainment on Wednesday, October 8th 2025 at 18:01 GMT by The Hollywood Reporter
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Allison Rawlings Takes the Helm of FX’s Publicity and Communications

In a move that signals a renewed focus on the network’s global brand, FX has tapped Allison Rawlings as its new head of publicity and communications. The appointment was announced in late September, and it comes at a time when FX is pushing to broaden its audience while cementing its reputation as a home for bold, critically‑acclaimed programming.

Who Is Allison Rawlings?

Allison Rawlings is a veteran of the television industry whose career has spanned marketing, brand strategy, and public relations across both traditional broadcast and streaming platforms. Prior to joining FX, she served as Vice President of Marketing at the Disney‑ABC Television Group, where she oversaw the launch and promotion of high‑profile series such as “The Good Doctor” and “Dancing With the Stars.” In that role, Rawlings was credited with sharpening ABC’s social‑media presence and driving cross‑platform engagement for its most popular shows.

Before ABC, Rawlings had a long stint at Hulu, leading the network’s audience acquisition and content promotion teams. She also spent several years at ViacomCBS in a senior communications role, where she worked closely with Paramount Television and CBS Television Studios. Her experience spans a wide array of genres—from drama to comedy to documentaries—giving her a deep understanding of the diverse audiences that now form FX’s viewership base.

The Scope of Her New Role

Rawlings will be responsible for all aspects of FX’s public‑relations strategy, from crafting the narrative around new series to managing the network’s day‑to‑day communications with press, fans, and partners. She will oversee a team of public‑relations specialists, social‑media managers, and brand‑strategists, all working to create a unified, compelling voice for FX’s flagship shows.

“FX is at an inflection point where we want to amplify our brand beyond the core demographic that loves our gritty dramas and sharp comedies,” said Mark Shapiro, President of FX Networks. “Allison’s track record in building audience engagement across multiple platforms makes her the perfect fit to guide us as we expand our reach and deepen our relationships with fans.”

In addition to day‑to‑day PR, Rawlings will collaborate with FX’s creative teams to ensure that marketing campaigns align with the narrative tone of each series. Her remit includes the rollout of promotional materials, the coordination of press tours, and the strategic use of digital content—including short‑form videos, podcasts, and interactive fan experiences.

A Strategic Shift at FX

FX has long prided itself on a “quality‑driven” brand, with flagship series like “The Sopranos”, “Fargo,” and “The Americans” winning critical acclaim and awards. In recent years, the network has also sought to broaden its slate with more genre‑broad, high‑budget productions such as “The Last of Us” and “The Bear.” Rawlings’ arrival signals a shift toward a more aggressive, data‑driven approach to audience acquisition and retention.

Her previous work at Hulu—a streaming platform that thrives on data‑powered audience insights—has been cited as a particular advantage. At Hulu, Rawlings championed “micro‑targeted” campaigns that leveraged user viewing habits to deliver highly personalized promotional content. FX intends to replicate this model across its own advertising and distribution channels.

The Role of Partnerships

An essential element of Rawlings’ portfolio will be the management of relationships with external partners, including streaming services, syndication outlets, and cross‑promotional collaborations. She will spearhead the network’s efforts to forge new distribution agreements, expanding FX’s reach to markets where it has historically had limited presence.

“Partnerships are the lifeblood of FX’s international growth,” said Shapiro. “Allison’s experience negotiating with both traditional broadcasters and streaming platforms will be vital as we expand our global footprint.”

Impact on the Audience Experience

Fans have long appreciated FX’s willingness to take risks and push narrative boundaries. Rawlings is expected to elevate that reputation by ensuring the network’s communication strategy not only informs but also engages audiences in immersive ways. She plans to roll out interactive fan events, behind‑the‑scenes live streams, and digital-first content that will allow viewers to dive deeper into the stories they love.

“Audience engagement is no longer a one‑off; it’s an ongoing conversation,” Rawlings told The Hollywood Reporter in a brief interview. “We’re going to build more ways for fans to interact with the FX universe—through social media challenges, exclusive content, and real‑time community events.”

A Look Ahead

With the appointment of Allison Rawlings, FX is positioning itself to capitalize on its growing library of award‑winning shows while embracing new media opportunities. Her expertise in cross‑platform storytelling and data‑driven audience engagement will likely help the network attract a broader, younger demographic—an essential step as competition from streaming giants intensifies.

While the immediate impact of her work will be most evident in the next series cycle, FX’s leadership believes the changes will ripple through the entire brand, fostering a stronger, more interactive community of fans. For viewers, this means a richer, more immersive viewing experience—whether it’s discovering a new drama on prime time, engaging with exclusive behind‑the‑scenes content on TikTok, or participating in a live virtual event with a show’s creative team.

In a television landscape that rewards authenticity and immediacy, Rawlings’ arrival could very well be the catalyst FX needs to keep its brand fresh, relevant, and, above all, unmistakably FX—bold, boundary‑pushing, and unapologetically engaging.