Disney PR: How the House of Mouse Took over the World

Disney and the power of brand narrative

Disney PR magic

Storytelling: The cornerstone of good PR

How Disney Let it Go

Walt Disney World: Public relations success through magical experiences

Disney on Ice

Disney public relations: Getting ahead of the curve

  • Leverage your existing audience to give new products a strong opening
  • Play to your strengths: If you have a treasure-trove of past material available, use it
  • Exclusivity and FOMO are effective at turning interest into conversions

Shifting to streaming: part of the Disney PR plan

Putting your money where your Mouse is: Disney and corporate social responsibility

The power of CSR

Disney volunteering programme

  • The Disney audience is transformed from passive consumers into active brand ambassadors
  • Volunteers enjoy positive real-world experiences that are indelibly linked to Disney
  • Participants are rewarded with a trip to Disneyland, a factory for producing even more positive impressions of the brand
  • It’s low cost. Disney controls the price of Disneyland and Disney World tickets, so they can give out thousands without ‘really’ losing a penny

Happily never after? How Disney responds to a crisis

Quick response

  • Got ahead of the story by responding to the crisis swiftly
  • Gave things a personal touch with Iger’s phone call
  • Put out a definitive statement on their website
  • Expressed sympathy without accepting blame

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A straight-talking, hardworking ex-senior journo turned PR pro with 25 years in the business, a book full of contacts, and a nose for a story.

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Jill Kent aka PR Superstar

Jill Kent aka PR Superstar

A straight-talking, hardworking ex-senior journo turned PR pro with 25 years in the business, a book full of contacts, and a nose for a story.

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