Senior Honors Theses

Publication Date

Spring 4-23-2014

School

School of Communication

Major

Communication Studies: Advertising and Public Relations

Keywords

walt disney, disneyland, walt disney world, amusement parks, resorts, public relations, pr, advertising, campaigns, strategies, tactics, publicity, communication, strategic communication, social media, corporate image, marketing, branding, crisis management, customer service

Disciplines

Advertising and Promotion Management | Business and Corporate Communications | Marketing | Tourism and Travel

Abstract

The Walt Disney Company has always been an organization that has prided itself on its corporate image. One of their biggest successes has been their 11 theme parks across the globe. Ever since its creation in 1955, Disneyland has been known as "the happiest place on earth." However, many wonder how this reputation came to be and how it is being maintained today. To find this answer, one must look to the creative minds behind Disney's public relations. By examining the Disney parks and their public relations history, tactics, crisis management and current and future campaigns, companies can find out the secret behind the success of the Disney parks and find out what works and what does not. By doing so, companies can take a page out of Disney's PR playbook and learn some lessons from the House of Mouse that will help them develop public relations strategies for their own organization.