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Disneylands Public Relations:
Disneylands Public Relations:
Case Study Overview
Case Study Overview
I think what I want Disneyland to be most of all is a happy place -
I think what I want Disneyland to be most of all is a happy place -
Disneyland Statistics
Disneyland Statistics
Prior History of Fatal Accidents at Disneyland
Prior History of Fatal Accidents at Disneyland
Columbia Ship Accident, 1998
Columbia Ship Accident, 1998
Roger Rabbit Accident, 2000
Roger Rabbit Accident, 2000
Disney Implemented a Public Awareness Campaign
Disney Implemented a Public Awareness Campaign
Disney Launches Safety Campaign
Disney Launches Safety Campaign
Disney Posted Quality Standards
Disney Posted Quality Standards
Wild About Safety Education Campaign May 2003
Wild About Safety Education Campaign May 2003
Big Thunder Mountain Accident, 2003 Disneys New & Improved Public
Big Thunder Mountain Accident, 2003 Disneys New & Improved Public
The Page Principles
The Page Principles
The Happiest Place on Earth
The Happiest Place on Earth

: Disneylands Public Relations. : . : Disneylands Public Relations.ppt. zip-: 1068 .

Disneylands Public Relations

Disneylands Public Relations.ppt
1 Disneylands Public Relations:

Disneylands Public Relations:

Susan A. Stewart Advisor: Coral Ohl, Ph.D. California State University, Fullerton

2 Case Study Overview

Case Study Overview

Disneyland The Legend and the Dream The Walt Disney Company Today Columbia Ship Accident, 1998 Roger Rabbit Accident, 2000 Disneys Public Relations Change Disneys Safety Campaign Phase I Disneys Safety Campaign Phase II Big Thunder Mountain Accident, 2003 Disneyland & The Page Principles Conclusion Questions Exhibits I-III

3 I think what I want Disneyland to be most of all is a happy place -

I think what I want Disneyland to be most of all is a happy place -

where adults and children can experience together some of the wonders of life, of adventure, and feel better because of it. WALT DISNEY

4 Disneyland Statistics

Disneyland Statistics

Established July 1955 Located in Anaheim, California Open 365 days a year 21,000 employees known as cast members 60 rides and attractions 450 million visitors since opening day

5 Prior History of Fatal Accidents at Disneyland

Prior History of Fatal Accidents at Disneyland

1964 Mark Maples, 15 Matterhorn A friend removed his seatbelt and he fell out of the bobsled - died. 1966 Guy Cleveland, 19 Monorail Hit after sneaking into the park died. 1967 Rick Yarna, 17 People Mover Jumped from car to car died. 1973 Bogden De Laurot, 18 Tom Sawyers Island Tried to swim to shore drowned.

1980 Gerardo Gonzales,18 People Mover Tried to climb from one car to the next died. 1983 Philip Staughan, 18 Rivers of America Tom Sawyer Island Thrown from a maintenance boat while joy riding drowned. 1984 Dolly Young, 47 Matterhorn Thrown from her bobsled while not wearing a seat belt died.

6 Columbia Ship Accident, 1998

Columbia Ship Accident, 1998

Disneyland cleaned accident site before police or investigators arrived Disneyland did not take accountability for accident blamed it on employee Disneyland did not put public at ease Disneyland hid the truth to protect image

7 Roger Rabbit Accident, 2000

Roger Rabbit Accident, 2000

Disneyland cooperated with investigators, but did not accept responsibility for accident Disneyland tried to put blame on victim and victims parents There was no press conference, no apology nor any empathy statement from Disneyland No statement to make public feel safe Disneyland publicly argued with the states findings

8 Disney Implemented a Public Awareness Campaign

Disney Implemented a Public Awareness Campaign

Information from Disneyland to inform guests about safety within the park Discussed Disneyland safety and training statistics to show concern about safety Endorsed a safety partnership between Disneyland and their visitors both are responsible for safety

9 Disney Launches Safety Campaign

Disney Launches Safety Campaign

Hired heavy hitter to run Strategic Communication division at Disney Created a Chief Safety Officer position Touted Safety Officer duties to public Implemented a successful Safety Campaign with press releases, fact sheets, website info, trading pins for kids It was brilliant Public Relations

10 Disney Posted Quality Standards

Disney Posted Quality Standards

SAFETY COURTESY SHOW EFFICIENCY

11 Wild About Safety Education Campaign May 2003

Wild About Safety Education Campaign May 2003

12-18 mo. campaign Childrens activity books Theme park guide maps Brochures summarizing 12 safety messages Audio safety reminders in five different languages 12 trading pins 12 Safety Tip Cards Menus for guests under age 12

12 Big Thunder Mountain Accident, 2003 Disneys New & Improved Public

Big Thunder Mountain Accident, 2003 Disneys New & Improved Public

Relations

Disneyland immediately informed authorities Disneyland held press conferences to discuss accident Disneyland set up a toll-free number for the public to obtain information about the victims Disneyland President called it a tragic accident Disneyland took full accountability didnt pass blame Michael Eisner held a press conference and publicly empathized with the victims and their families and insured the public that Disneyland was supporting state and local authorities to find out what went wrong

13 The Page Principles

The Page Principles

Tell the truth Prove it with action Listen to the customer Manage for tomorrow Conduct public relations as if the whole company depends on it Remain calm, patient and good-humored

14 The Happiest Place on Earth

The Happiest Place on Earth

To all who come to this happy place; welcome. Disneyland is your land. Here age relives fond memories of the pastand here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams and the hard facts that have created Americawith the hope that it will be a source of joy and inspiration to all the world. Walt Disney

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