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Disney's PR Content

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Disney's PR Content Client Assignment #2: Organization Structure and Function The PR Team: The PR team leader is Zenia Mucha, Executive Vice President of Corporate Communications and Chief Communications Officer. She is responsible for global communications, acts as chief spokesperson, and oversees communication strategy and media relations for the entire company, its various business segments and its philanthropic initiatives. Her role also includes internal communications and oversight of the Walt Disney Archive and D23. The PR department sits under Corporate Communications. Zenia Mucha reports directly to Chairman and CEO of The Walt Disney Company, Robert Iger, while the team reports to Mucha. The PR team includes several individuals: The Walt Disney Company Cathi Killian – Vice President, Communications Kevin Brockman – Executive Vice President, Global Communications, Disney/ABC Television Group Michelle Bergman – Vice President, HR Communications Strategy Daniel Reynolds – Director, Social Media Strategy o Emily Kaplan – Senior Manager, Social Media Strategy . Janna Zagari – Manager, Social Media Strategy & Operations Walt Disney Parks & Resorts Jacquee Wahler – Director, Communications o Kim Prunty – Vice President, Communications at Walt Disney World Resort . Kathleen Ambrose Prihoda – Senior Manager, Communications at Walt Disney World Sara Miller – Communication Manager, Disney’s Hollywood Studios o Leanne Jakubowski O’Regan – Director, Social Media, Public Relations & Digital Marketing at Walt Disney World Resort o Erin Glover – Director, Social Media, Disneyland Resort Angela Bliss – Vice President, External Communications, Global Public Affairs John James Nicoletti – Vice President, Internal Communications o Bev Kavanagh – Director, Internal Communications, Disneyland Resort Disney’s PR Content: Disney does not use a PR agency unless for specific projects like movie promotions. Disney’s official blog, Disney Post, is predominantly highlighted on their newsroom because of the frequency of posts. One or two blogs are posted each day or every other day. Blog posts mostly consist of articles announcing teaser trailers for upcoming films/shows, consumer product and theme park announcements, and photos and articles explaining recent Disney partnerships – with Red Cross, for example – and philanthropic efforts like the VoluntEARS program. Disney’s social media influence is also extremely heavy due to official Facebook, Twitter and YouTube accounts for Disney, ABC, ESPN and Marvel with hundreds of individual, official social media pages for Disney films and music, Disney international affiliates, Disney animation and characters, Disney interactive media like Club Penguin, Disney Parks & Resorts, Disney careers, Disney media networks, Disney consumer products and much more. Posts are made at least once a day. The information that is shared is links to Disney blog posts or videos, quotes and photos from Disney/Marvel films, and information regarding upcoming premieres or job opportunities. They are not very responsive in their communication, although most comments are not directed back towards the company. News releases are also significant with one sent out every couple of weeks highlighting consumer product launches, partnerships, financial reports or leadership changes within the company. Handfuls of articles are written about Disney every day, in outlets such as the Orlando Sentinel, Arizona Daily Sun, Refinery29 and Tech Times, and on topics such as product launches, people’s personal connections to Disney and new films. .
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