Disneyland’s Public Disneyland’s Public Relations:Relations:

Susan A. StewartSusan A. Stewart

Advisor: Coral Ohl, Ph.D.Advisor: Coral Ohl, Ph.D.

California State University, FullertonCalifornia State University, Fullerton

Case Study Overview

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

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

where adults and where adults and children can children can experience together experience together some of the wonders some of the wonders of life,of life,

of adventure, and feel of adventure, and feel better because of it.”better because of it.”

— — WALT DISNEYWALT DISNEY

Disneyland StatisticsDisneyland 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

Prior History of Fatal Accidents at Prior History of Fatal Accidents at DisneylandDisneyland

19641964 – Mark Maples, 15 – Mark Maples, 15 MatterhornMatterhornA friend removed his seatbelt and he A friend removed his seatbelt and he fell out of the bobsled - died.fell out of the bobsled - died.

19661966 – Guy Cleveland, 19 – Guy Cleveland, 19Monorail Monorail Hit after sneaking into the park – died.Hit after sneaking into the park – died.

19671967 – Rick Yarna, 17– Rick Yarna, 17People MoverPeople MoverJumped from car to car – died. Jumped from car to car – died. 

19731973 – – Bogden De Laurot, 18 Bogden De Laurot, 18 Tom Sawyers IslandTom Sawyers IslandTried to swim to shore – drowned.Tried to swim to shore – drowned.

    

19801980 – Gerardo Gonzales,18 – Gerardo Gonzales,18People MoverPeople MoverTried to climb from one car to Tried to climb from one car to the next – diedthe next – died..

19831983 – Philip Staughan, 18 – Philip Staughan, 18 Rivers of America – Tom Rivers of America – Tom Sawyer IslandSawyer IslandThrown from a maintenance Thrown from a maintenance boat while joy riding – boat while joy riding – drowned. drowned. 

19841984 – Dolly Young, 47 – Dolly Young, 47MatterhornMatterhornThrown from her bobsled Thrown from her bobsled while not wearing a seat belt while not wearing a seat belt – died.– died.

Columbia Ship Accident, Columbia Ship Accident, 19981998

• 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

Roger Rabbit Accident, Roger Rabbit Accident,

20002000 DisneylandDisneyland cooperated cooperated

with investigators, but with investigators, but did not accept did not accept responsibility for responsibility for accidentaccident

DisneylandDisneyland tried to put tried to put blame on victim and blame on victim and victim’s parentsvictim’s parents

There was no press There was no press conference, no apology conference, no apology nor any empathy nor any empathy statement from statement from DisneylandDisneyland

No statement to make No statement to make public feel safepublic feel safe

DisneylandDisneyland publicly publicly argued with the state’s argued with the state’s findingsfindings

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

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

Disney Posted Disney Posted Quality StandardsQuality Standards

SAFETYSAFETY

COURTESYCOURTESY

SHOWSHOW

EFFICIENCYEFFICIENCY

Wild About Safety Wild About Safety Education Campaign Education Campaign

May 2003May 2003 12-18 mo. campaign12-18 mo. campaign Children’s activity Children’s activity

booksbooks Theme park guide Theme park guide

mapsmaps Brochures summarizing Brochures summarizing

12 safety messages12 safety messages Audio safety reminders Audio safety reminders

in five different in five different languageslanguages

12 trading pins12 trading pins 12 Safety Tip Cards 12 Safety Tip Cards Menus for guestsMenus for guests

under age 12under age 12

Big Thunder Mountain Accident, Big Thunder Mountain Accident, 20032003

Disney’sDisney’s New & Improved Public New & Improved Public RelationsRelations

• 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 – didn’t 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

The Page PrinciplesThe Page Principles

Tell the truthTell the truth Prove it with actionProve it with action Listen to the Listen to the

customercustomer Manage for tomorrowManage for tomorrow Conduct public Conduct public

relations as if the relations as if the whole company whole company depends on itdepends on it

Remain calm, patient Remain calm, patient and good-humoredand good-humored

The Happiest Place on The Happiest Place on EarthEarth

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