• Tobias Smith

The Walt Disney Company: A PR Analysis

A Look into the company's Legendary Name

By: Tobias Smith

Everyone knows about Disney. Whether you like fairytales, fast cars, or floating houses, the chances are that you have heard of the media giant. But how well do you really know the company? What makes The Walt Disney Company work so well? According to the Public Relations Society of America, public relations is, “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Surely there is more going on behind the scenes than just magic, as they would like us to believe.

Digital Footprints

The Walt Disney Company began in 1923 as an animation studio based in Hollywood, California. Back then, all the company was known for was creating cartoons and loveable

Walt Disney holding figurines
Walt Disney holding character figurines. (AP/Bruce Borich)

characters. These days, the company has broadened its horizons to provide entertainment in a multitude of different ways. With theme parks, animated movies, streaming services, television networks, and so much more, the organization has exploded into a modern-day entertainment goliath. In order for Disney to stay on top, it would only make sense that it would need to have a great digital presence. On its website, visitors can find information about its movies, merchandise, press releases, and more. In the news section, there are articles about the latest Disney updates regarding shows and upcoming projects. Such as, articles discussing the success and controversy of Disney’s West Side Story.

Disney Trending

No company will be successful in this day and age without a couple of social media pages. On Instagram, Disney’s page has 32.7 million followers. However, that is just one of its many accounts on the app. There are pages for Disney, Disney Plus, its theme parks, its animation studio, its resorts, its movies, and many more. The organization fills its pages with posts about its products and news updates about the latest movies and shows coming out. Disney is also active on other platforms, such as Twitter, Facebook and even TikTok. It is easy to see that the company places a large importance on maintaining an online presence.

It’s About Giving Back

Disney gifting donation to non-profit organization.
Disney gifting donation to non-profit organization. (Disney Cruise Line)

Disney places a high priority on its philanthropy and on making content that is diverse and inclusive for all. The organization has recently launched an initiative called Reimagine Tomorrow, a campaign dedicated to ensuring the content that the company produces is inclusive of underrepresented voices. The company also highlights diversity, featuring various cultures and groups in its shows and movies. There are also sections highlighting young artists from around the world, such as a young, deaf painter named Tyler whose artwork features classic Disney characters. Users can also find a section on the company’s page that describes its charitable giving and philanthropic ventures. According to its website, in 2020, Disney gave $333.1 million to various nonprofit organizations and communities around the world.

This legendary company has not grown into such a formidable beast without strong efforts and well-thought-out actions. Disney has been practicing successful public relations by creating two-way relationships with its audience. The company listens to feedback and respond accordingly. Through its consistent digital presence of articles and information, trendy social media pages, and benevolent philanthropy, The Walt Disney Company has placed itself as a positive entity in the public eye and is poised to thrive for years to come.

About the Author

Tobias Smith

Tobias Smith is a journalism student at the University of North Texas. He spends his time writing, taking photos, and watching sporting events.