External Communications Anaylsis - Walt Disney Corporation

Essay by kymberly76University, Master'sA+, August 2004

download word file, 3 pages 5.0

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 its 1995 film, Pocahontas. This paper will also discuss impact of these effective communications to its external publics.

Walt Disney once said, "I only hope that we don't lose sight of one thing - that it was all started by a mouse." In 1928, Walt Disney and his brother Roy created what would eventually become the Walt Disney Company, in a small office in Los Angeles.

One would be hard pressed to find an organization that knows it audience more accurately than the Walt Disney Company.

For over 75 years, Disney has been appealing to children and their parents in not only the United States, but also worldwide (Harris, 167). Disney released its very first full-length feature animated film, Snow White, in 1937, to critical acclaim and worldwide success. The 1940's and 50's produced films such as Fantasia, Bambi, and Alice in Wonderland. These films became instant classics and the Walt Disney Company found what every company dreams of - a recipe for success.

After the success in the early 1990's with Beauty and The Beast, Aladdin, and especially the record breaking, The Lion King, Disney needed to find a way to keep its momentum going...