The Happiest Place on Earth
- Kayla Pineda
- Mar 28, 2023
- 3 min read
How Disney continues to grow and find ways to keep traditions alive while providing a safe environment to avoid scandals and dangerous events
By: Kayla Pineda
Growing up, like any other kid, I loved Disney. The whole franchise was my childhood such as the movies, shows, and parks. The older I got the more I grew apart from my Disney childhood. It wasn’t until recently when I started my undergraduate years at the University of North Texas that I rekindled with the company. I was inspired by how the organization has kept its reputation with its PR team. Public relations is responsible for keeping a mutually beneficial relationship between the organization and the key public.
Disney is recollective of a film, show, or theme park created by the Walt Disney Company. Their main audience is families, they release children's films and create family-friendly environments at their parks. Disney has built its reputation on more than just its logo they promise:
· To be the happiest place on earth.
· Immerses guests into a different world.
· The place where dreams come true.
This is one of the many ways that they connect with the audience, they become storytellers. Disney’s CEO Bob Chapek talks about the importance of storytelling by saying “You have to make connections with people. Often times that connection is done through music. Sometimes it’s done through a character. But it really is always done through a story."
Disney's Current PR Stunts
Disney uses different PR tactics in every possible way without even knowing it. They provide a unique and personalized experience for every person who visits their park. Disney does this by hiring characters to walk around parks and take pictures with the visitors. It allows special moments to be created while these loved characters are never to break Disney’s spirit.
Disney knows that not all can always go a long distance to visit the parks in which they created Disney on Ice. A toured show of Disney on Ice, for families everywhere, to enjoy the happiest place on earth in their own hometown.
Lane Thomas Foundation
In June 2016, a young child on the beach outside Disney’s Grand Floridian Resort and Spa was grabbed by an alligator and dragged into the lake. The child was unable to be saved and their body was found 16 hours later after the incident. This is a traumatic and heart-breaking story, especially since Disney is known for many things but not incidents like these.
Disney handled this situation gracefully, they shared their grievances with the family and created a lighthouse sculpture to honor the child. The company even installed new warning signs and a stone border around the beach where the boy was killed. It was later announced that the family decided not to sue Disney but instead to start a foundation to support families whose children need organ transplants called the Lane Thomas Foundation.
This entire situation was held with sympathy for the family. Disney did not run from the incident instead it took accountability. The company did what it could to honor the child and respect the family’s wishes, but many are still confused as to why the family didn’t sue.
Public Safety Image
Disney is known to have great solutions to any type of problem. The company has created a procedure for lost kids at their parks, it is even apparently known that Disney has not had a lost child for over 5 minutes. When COVID-19 hit they were adamant about enforcing face coverings in both indoor and outdoor locations once the parks re-opened. Park and resort entrances included the presence of a uniformed officer, trained hazard canines and bag checks.
Disney ensures safety precautions to avoid any dangers from occurring, which in my opinion has helped the company continue to have a good reputation. It gives families a sense of relief to know that they’re all in good hands, and it’s one of the many reasons I enjoy Disney so much as well.
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About the Author
Kayla Pineda is up and coming public relations professional in
Dallas, Texas. Kayla studied journalism with a focus on Public Relations at the University of North Texas in Denton. She is expected to graduate with a bachelor’s degree in May of 2023.
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