Identify one internal public that The Walt Disney Company would communicate one of these messages to, clearly state which of these messages should be communicated to that internal public, and explain why it is important for the organization to communicate this message to that public.
Assignment 3: Identifying publics
Many organizations undertake PR efforts to communicate how they are trying to make positive social and environmental changes that benefit society. One such organization is The Walt Disney Company. The following text (in Italics) appears on their latest corporate responsibility report available on their website:
At The Walt Disney Company, our mission is to entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.
Since our founding nearly 100 years ago, storytelling has fueled our Company, and contributing positively to our communities has been integral to how we operate. This report shares our track record and ongoing efforts to make the world better for individuals, families, and communities through our stories, experiences, operations, and philanthropy.
We inspire a world of belonging by embracing stories and storytellers who reflect the life experiences of people from across the globe. In fiscal 2022, we released award-winning and critically acclaimed films and shows that respect and celebrate different communities, such as Encanto, Abbott Elementary, Prey, Turning Red, Reservation Dogs, and Ms. Marvel, among others. We also continue to make progress toward a workforce reflective of the audiences and guests we serve. This past year we continued to invest in programs like Disney’s Veterans Institute, Disney on the Yard, Women’s Talent Network, and Black Talent Network, to help attract and develop a more diverse workforce at all levels. We also celebrated the 10th anniversary of our Heroes Work Here program, which has resulted in more than 12,500 veterans being hired across the Company through the end of 2022. And we launched Disney Future Storytellers to increase access to careers in media, entertainment, technology, and hospitality. Additionally, more than $140 million of our charitable giving was directed to programs serving underrepresented communities.
We encourage a world in balance by lowering the environmental impact of our operations and investing in wildlife care and conservation. This past year we launched the Disney Wish, designed to be among the most energy-efficient cruise ships on the water. We also continued to reduce the environmental impact of our productions and received 58 Green Seals and 38 Gold Seals from the Environmental Media Association. In December 2022, we updated our emission reduction goals to include our broader value chain and we plan to submit our goals to the Science Based Targets initiative for validation. And our Disney Conservation Fund contributed nearly $6.7 million in grants to more than 60 nonprofit organizations across 32 countries.
Our success, however, is defined not by our efforts, but by the actual good we do for the communities we serve. True community engagement is about more than writing a check. Through our Disney VoluntEARS program, our employees and cast members worldwide have collectively contributed nearly 13 million hours of service to their communities since the program was started nearly 40 years ago.
These messages have specific internal and external publics and audiences to which they are aimed. Respond to the following prompts. Write concisely, in full sentences, and label your answers (1) through (4).
1. Identify one internal public that The Walt Disney Company would communicate one of these messages to, clearly state which of these messages should be communicated to that internal public, and explain why it is important for the organization to communicate this message to that public.
2. Identify one external public that the organization would want to communicate one of the messages to, clearly state which of these messages should be communicated to that external public, and explain why it is important for the organization to communicate this message to that public. You may choose the same message that you wrote about in (a) as long as you provide a strong and logical justification for why that message needs to be communicated to that external public too.
3. For the external public you identified in (2), what is one communication objective for communicating this message? Follow all the rules of writing a good communication objective.
4. Assume you are the social media manager for The Walt Disney Company. Write one tweet to be published on Twitter’s official corporate account that achieves the communication objective you listed in (3). Use a maximum of 280 characters (not words, includes spaces), and do not use a Twitter thread. Include the number of characters at the end for reference. You CAN reuse some of the text from the original message.
Requirements: Minimum 150 words, maximum 300. Use full sentences, proper grammar, and a formal tone (no colloquial language, no I/me/my/our/your, etc. except for the tweet). Use only .doc or .docx, or .pdf; no Google Docs or .pages.
Requirements: 150 to 300
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