Corporate Communications - the Case of the Walt Disney Company

13529 Words Mar 5th, 2011 55 Pages
Corporate Communications
The Case of The Walt Disney Company

Table of Contents

Executive Summary ......................................................................................... 3 Chapter 1 Communications Audit of Disney
1.1 Communications Audit Methodology & Execution............................................................ 8 1.2 Conclusion ........................................................................................................................ 19

Chapter 2 Application of Communication Theory to Disney
2.1 Why adopt a Corporate Communication Strategy? ......................................................... 20 2.2 Accountability of Corporate Communications in Disney
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We argue that this change can cause potential problems for the company in the future management of its key brand-related assets, interactions with its key stakeholders and overall corporate communication function. The concept of corporate communications has evolved to encompass issues of public relations, human resources, marketing, brand, identity and image to achieve competitive advantage in an increasingly globalised marketplace. The Corporate Communication function involves the interaction of a multitude of stakeholders, both internal and external to the organisation, each with their own power relations and importance to company strategy and attainment of goals. Paul Argenti asserts that “using a coherent communication strategy is essential” to corporate success while Richard Dolphin quite correctly observed that “corporate communications has become a key competitive weapon”. The Walt Disney Corporation is today categorised as a diversified entertainment company based predominantly in the United States but expanding into a global, multinational organisation. Split into five business sectors, Disney has an expanding portfolio of products, services and brands that has developed beyond the original core competency of children's animation to increasingly diverse operations that require particularly careful

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