Corporate Communications - the Case of the Walt Disney...

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†¦show more content†¦We argue that this change can cause potential problems for the company in the future management of its key brand-related assets, interactions with its key stakeholders and overall corporate communication function. The concept of corporate communications has evolved to encompass issues of public relations, human resources, marketing, brand, identity and image to achieve competitive advantage in an increasingly globalised marketplace. The Corporate Communication function involves the interaction of a multitude of stakeholders, both internal and external to the organisation, each with their own power relations and importance to company strategy and attainment of goals. Paul Argenti asserts that â€Å"using a coherent communication strategy is essential† to corporate success while Richa rd Dolphin quite correctly observed that â€Å"corporate communications has become a key competitive weapon†. The Walt Disney Corporation is today categorised as a diversified entertainment company based predominantly in the United States but expanding into a global, multinational organisation. Split into five business sectors, Disney has an expanding portfolio of products, services and brands that has developed beyond the original core competency of childrens animation to increasingly diverse operations that require particularly carefulShow MoreRelatedDisney Case Analysis Essay881 Words   |  4 PagesDisney Case Write up: Disney from the start has had a competitive advantage to others in the film industry for the plain fact as Walt says, â€Å"Cartoons unlike actors can be perfectly controlled to avoid any negative imagery.† This statement is the key stone to how Disney has so successfully created value. Disney has pursued its corporate level strategy by maintaining the value of the brand, managing creativity, and encouraging synergy throughout the corporation. Managing the Disney brand hasRead MoreCase Study Disney1005 Words   |  5 PagesA Case Study on 02/11/08 02/11/08 Agenda ââ€" º About Disney ââ€" º Divisions of Disney ââ€" º A bit of History ââ€" º About the CASE ââ€" º SWOT Analysis ââ€" º Its Current Executive Management ââ€" º Recommended Organizational structures ï‚ § Model 1 ï‚ § Model 2 ï‚ § Model 3 02/11/08 About Disney ââ€" º ââ€" º ââ€" º ââ€" º The Walt Disney Company (most commonly known as Disney) (NYSE: DIS) is one of the largest media and entertainment corporations in the world. Founded on October 16, 1923 by brothers Walt and Roy Disney asRead MoreThe Disney Company : Organizational Culture1542 Words   |  7 PagesThe Walt Disney Company is a diversified multinational entertainment organization with five business sectors encompassing media networks, resorts and parks, studio entertainment, consumer products, and interactive media (The Walt Disney Company, 2014). Starting in 1923 as a simple cartoon studio, The Walt Disney Company has since evolved into a powerful, international, media enterprise employing nearly 180,000 people in over 40 countries (The World’s Most Valuable Brands, n.d.). Walt Disney assertsRead MoreMucha Is a Powerful Executive Essay563 Words   |  3 PagesMary Doe is the Vice President, Chief Communications Officer, responsible for global communications at The Walt Disney Company, which in cludes acting as chief spokesperson and overseeing communication strategy and media relations for the company, its business segments and its philanthropic and environmental initiatives. Prior to join The Walt Disney, Mary Doe served as a communications director to the New York State Governor George Pataki and for the United States Senator Alfonse D’Amato. 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Disney is represented through movies, short films, cartoons, television networks, theme parks, hotels, and characters. In accordance to the case study, the most importantRead MoreOrganizational Conflict At Walt Disney The Ceo Eisner1 124 Words   |  5 Pages Jones (2013) states that organizational conflict is the clash that occurs when the goal-directed behavior of one group blocks or thwarts the goals of another (p. 391). In the case study Politics at Walt Disney the CEO Eisner began losing favor with the company when the firm’s performance began to fall. Despite having handpicked a majority of the board members Eisner could not deny the company’s loss of performance. Pondy (as cited by Jones, 2013) developed a model of organizational conflict whichRead MoreInternet Based Marketing Communications: An Analysis of the Disney Website1167 Words   |  5 Pagesï » ¿Internet Marketing Blog Disney Introduction The objective of this study is to answer the questions of what are the general advantages and disadvantages of using Internet-based marketing communications and what general factors are essential for a website to be effective in terms of marketing communications practices and strategies? This work will additionally answer as to which of these factors does the selected company use and how does it use them and whether it uses them effectively? How doesRead MoreWalt Disney Case2137 Words   |  9 PagesWALT DISNEY CASE STUDY 1. 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Assisted Suicide1 Essay Example For Students

Assisted Suicide1 Essay Imagine you have just found out you are going to die within three months. Recently the questions have been changed from, What am I going to do with the rest of my life? to When should I kill myself? With painful and crippling diseases such as AIDS and cancer, and Alzheimers along with doctors such as Dr. Kavorkian, , some people are choosing death over life. Doctor assisted suicide has been a very controversial subject in the past few years. Some states such as Oregon have passed laws which allow doctors to prescribe lethal drugs to patients who have less than six months to live. (Hendin 1) Other states have taken the opposite side. I believe that if you are able to reason and think rationally you should decide whether to live or die. If not the people who know you best should make the decision. If you are ever in a situation where you know you will soon die the choice whether or not to kill yourself should be your own. I believe that doctor-assisted suicide should not be controlled by the government but should be a personal choice based on the individual. Many people could not imagine living in a hospital bed for the remainder of their lives. They would rather die with dignity then live out the rest of their life dependent on others. The government thinks that they know what is best for the people. If everyone is an individual, how can the government know what is best for everyone. If feel that people should make up their own minds about what is best for them. Joshua Haney wrote an article on assisted suicide. He says, Everyday we make choices that decide our fate and future. We choose where we work, what we eat and drink, etc. This is just one more choice that we are making. If we take away this right from people we are taking steps towards taking away other rights. Would it be morally right to allow that person to suffer in pain in anguish through some terminal illness?( Haney 2) I completely agree with him. What rights will they take away next? One problem people face when they are seriously ill is the lack of money. There always seems to be one more bill waiting to be paid. They need money to buy prescription drugs, pay for the doctors appointments, tests, and in some cases lengthy hospital stays. Some insurance companies will refuse to pay for certain tests, or drugs, or even refuse treatment altogether. Many patients cant afford to pay for these treatments , and even if they could, most of the treatments only prolong life for a short amount of time. There is also no guarantee that the quality of life during these treatments would be worth the time and money. No one wants to die in debt and leave their families with nothing but medical bills. If you dont wish to continue living in pain, why should you have to pay for treatment that you dont wan t. When someone is sick it is hard on the whole family. When someone is dying they not only have to deal with their own pain and suffering, both physically and mentally, but also with the suffering that their friends and family are going through. They might begin to feel like a burden, and may also begin to feel guilty and depressed. Because of this and many other reasons some may choose to die. I am not saying that suicide is right for everyone, but I do think it should be an option when someone is suffering from a physical disease that has no cure, or hope of a cure in the near future. I feel that it should be a personal decision, based on the wishes of the individual. The government and countless numbers of protesters should not claim to know what is right for everyone. They say it is inhumane for doctors to assist in suicides, but I have to agree with A. Wilkie Kushner, who writes, We all die. Death is a part of life. Death is inevitable. Why should each of us not have the right to