Corporate Communications - the Case of the Walt Disney Company
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?
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?
Bibliography: 55 Dolphin, Richard & Fan, Ying (2000), “Is Corporate Communications a strategic function?”, Management Decision, Vol 38, No 2 pp