Walt Disney's Public Relations Paper
Public relations have always realized the importance of communication with its target audiences. Without it, an organization runs the risk of inconsistent public opinion from both its internal and external publics. Effective external communication is a vital part of an organizations public relations strategy. An organization may have several objectives in mind when it communicates with its external publics. Some of these include:
Providing information to consumers about the organizations products and services
Promoting the organization
Respond to inquires concerning the organizations products and services
Adverting the organization
This paper will examine the effectiveness of the Walt Disney Company 's communications process when promoting …show more content…
In order to attract public interest, Disney began promoting the film five months before the film 's scheduled release, in June 1995. A Disney source says the campaign for Pocahontas "is every bit as great as it was for The Lion King. In some aspects, it 's even greater" (qtd in Broeske). Disney went on to fuel the media frenzy with a Pocahontas press presentation in New York 's Central Park on January 31, 1995 (Broeske, …show more content…
The mall attraction also included a 26-foot replica of John Smith 's ship in which kids could climb and explore (Harris, 168). The mall attraction generated hundreds of thousands of visitors and gathered local publicity in every city reached from February through June 1995 (Harris, 168).
Disney also teamed up with such brands as Nestlé TM, Mattel TM, and Payless Shoe Source TM, in order to reach its target audience. By offering animated candy bars, doll figures of the main characters, Pocahontas and John Smith, and offering Native American-style moccasins, Disney was able to cross into the hands of its key target - children.
In early June, Disney 's CEO Michael Eisner went on to invite all New Yorkers to participate in a free lottery for tickets to preview Pocahontas, once again in Central Park. Over 500,000 people participated in the lottery and 100,000 lucky winners won the opportunity to see the film on four 120-foot screens (Harris,
Providing information to consumers about the organizations products and services
Promoting the organization
Respond to inquires concerning the organizations products and services
Adverting the organization
This paper will examine the effectiveness of the Walt Disney Company 's communications process when promoting …show more content…
In order to attract public interest, Disney began promoting the film five months before the film 's scheduled release, in June 1995. A Disney source says the campaign for Pocahontas "is every bit as great as it was for The Lion King. In some aspects, it 's even greater" (qtd in Broeske). Disney went on to fuel the media frenzy with a Pocahontas press presentation in New York 's Central Park on January 31, 1995 (Broeske, …show more content…
The mall attraction also included a 26-foot replica of John Smith 's ship in which kids could climb and explore (Harris, 168). The mall attraction generated hundreds of thousands of visitors and gathered local publicity in every city reached from February through June 1995 (Harris, 168).
Disney also teamed up with such brands as Nestlé TM, Mattel TM, and Payless Shoe Source TM, in order to reach its target audience. By offering animated candy bars, doll figures of the main characters, Pocahontas and John Smith, and offering Native American-style moccasins, Disney was able to cross into the hands of its key target - children.
In early June, Disney 's CEO Michael Eisner went on to invite all New Yorkers to participate in a free lottery for tickets to preview Pocahontas, once again in Central Park. Over 500,000 people participated in the lottery and 100,000 lucky winners won the opportunity to see the film on four 120-foot screens (Harris,