Crisis Communication Plan - Walt Disney Company Versus DeSantis

Crisis Communication Plan - Walt Disney Company versus DeSantis
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February 23, 2023
Walt Disney Company (Disney) is a leading diversified international entertainment and media enterprise with a clear mission to entertain, inform, and inspire people worldwide through the power of storytelling. According to its mission statement, the company aims to achieve this by reflecting the iconic brands, creative minds, and innovative technologies that make it the world's premier entertainment company.
Accordingly, some of the principles, which the company calls as part of its core values are optimism, innovation, decency, quality, community, and storytelling. The company strives to reflect these values in everything it does, from creating new content to interactions with customers and the community.
In terms of its business structure, the company is said to be organized into five business segments: media networks, parks and resorts, studio entertainment, consumer products, and interactive. The media networks segment includes various television networks and radio stations, while the parks and resorts segment include the famous Disney theme parks and resorts around the world (Barnes, 2023). The studio entertainment segment encompasses creating and distributing films, music, and other forms of entertainment. The consumer products segment includes licensing and selling Disney-branded merchandise, while the interactive segment focuses on digital media and entertainment.
Overall, The Walt Disney Company is a highly successful and influential organization with a clear mission and robust core values. Through its various business segments and control over the Reedy Creek Improvement District, Disney continues to entertain, inform, and inspire people around the globe through its unparalleled storytelling and innovative technologies.
Part 2
The recent legal battle between Disney and DeSantis has highlighted some potential risks the company may face. To prioritize and mitigate these risks, Disney should evaluate the likelihood and severity of each one. Based on this assessment, in order of urgency, Disney's top five risks are (1) families deciding not to visit Disney, (2) losing Republican allies, (3) losing the family-friendly image, (4) potential employee resignation, and (5) property damage from protests.
The risk of families deciding not to visit Disney is the most urgent, as it can impact the company's revenue and reputation. Disney should take proactive measures to address this risk, such as publicly addressing their political involvement and reaffirming their commitment to promoting inclusivity and equality for all customers (Mollman, 2023). The company could also offer incentives to encourage families to visit the theme parks.
Losing Republican allies comes next in the list of risks. This risk could result in political backlash and negatively impact the company's future political influence (Frankel, 2022). To mitigate this risk, Disney could engage with Republican lawmakers and political figures to demonstrate their commitment to working with both parties.
The third risk is losing the family-friendly image, a critical component of Disney's brand identity. By involving itself in politics, Disney may risk losing their family-friendly image and negatively impacting their reputation. Disney should publicly address how their political involvement aligns with its core values of optimism, innovation, decency, quality, community, and storytelling.
Employee resignation is another risk that should be mitigated. Due to conflicts between personal beliefs and Disney's political involvement, the possibility of employee turnover increases especially when caused by personal opinions (The Associated Press, 2023). To address this risk, Disney should establish an internal communication strategy to a...