Corporate Communications - the Case of the Walt Disney Company

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Corporate Communications
The Case of The Walt Disney Company

Table of Contents

Executive Summary ......................................................................................... 3 Chapter 1 Communications Audit of Disney 1.1 Communications Audit Methodology & Execution............................................................ 8 1.2 Conclusion ........................................................................................................................ 19

Chapter 2 Application of Communication Theory to Disney
2.1 Why adopt a Corporate Communication Strategy? ......................................................... 20 2.2 Accountability of Corporate Communications in Disney ................................................. 21 2.3 Stakeholder Management & Salience.............................................................................. 23 2.4 Identity and Image – A Crisis in the making? ................................................................... 26 2.5 Disney – A typical example of corporate communication? ............................................. 28

Chapter 3 How Disney Manages Crises: Celebrity Scandals
3.1 Introduction ...................................................................................................................... 30 3.2 Scandals and the Image of Disney.................................................................................... 31 3.3 Responses of Disney ........................................................................................................ 33 3.4 Improvements in Crisis Communications ........................................................................ 34 3.5 Conclusion ........................................................................................................................ 36

Chapter 4 The Disney Way of Communicating CSR
4.1 An Overview of Corporate Communication ..................................................................... 38 4.2 What is CSR? .................................................................................................................... 38 4.3 Theory of Effective CSR Communication ......................................................................... 39 4.4 Disney’s Environmental Goals ......................................................................................... 40 4.5 Disney’s Way of Communicating CSR .............................................................................. 40 4.6 Zero Waste....................................................................................................................... 42 4.7 Zero Net Direct Green House Gas Omission .................................................................... 43 4.8 Conclusion........................................................................................................................ 44

Chapter 5 Internal Communications
5.1 Introduction...................................................................................................................... 45 5.2 Internal Communications and Employee Engagement.................................................... 45 5.3 The Rhetoric of Disney’s Internal Communications ......................................................... 46 5.4 The Reality of Disney’s Internal Communications ........................................................... 48 5.5 Conclusion and Recommendations.................................................................................. 52

6. Bibliography .............................................................................................. 54

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Executive Summary
This report critically analyses the corporate communication functions of Walt Disney Corporation and identifies the key goals and objectives of the strategic efforts to maintain a consistent message across its vast global network. Our examination traces the development of Disney‟s business strategy and the implications this has...
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