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). 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