5 PR Lessons from Classic Disney Movies

I recently took a family vacation in Disney World and relived many of my childhood memories. Seeing all of the attractions based on these very familiar Disney characters was such an amazing experience.

Early on in childhood, Disney taught us many life lessons. I learned that a dream is a wish your heart makes and that sometimes you’ve just gotta say “Hakuna Matata.” However, little did I know that some of the lessons from my favorite Disney films also inadvertently taught me a lot about PR. Standing in Disney World's Magic Kingdom I realized that I have been PR my entire life. Turns out, Walt Disney and Disney Corporation have produced movies for decades to help educate children and adults on how to be effective public relations professionals!

Here are a few very crucial PR lessons from five of my favorite classic Disney films:

1. Cinderella - Be Timely

2. Pinocchio - Be Transparent

3. Snow White and the Seven Dwarfs - Rely On Your Network

4. Pocohantas - Passion Drives Results

5. Little Mermaid - Take Risks

As Walt Disney has taught us, every story has a lesson that can be applied to our lives, both personal and professional. PR pros should consider heeding every warning this classic films have given to us. What other PR lessons have you found in Disney films? We want to know!

Disney: A Beloved Brand

When you hear the words, “Happiest Place on Earth” one brand should come to mind- Disney, of course! The Walt Disney Company has done everything right to make sure their reputation emulates joy, happiness and fun.  According to a recent Associations of Public Safety Communications Officials (APCO) Worldwide survey of 70,000 consumers in 15 countries, the Walt Disney Company is the #1 most beloved brand in the world.

So, how does Disney create these heartwarming connections with people across the globe? A very detailed and thought out marketing strategy. Every brand in the world must come up with ways to market its image. Some marketing plans are successful, some are not. Disney, however, has perfected their marketing plan to a T. Their desired image revolves around family entertainment, honesty, innovation, and creativity. Whether it is in a classic Disney movie, on a Disney cruise line or in one of the sensational amusement parks, Disney is so terrifically branded to fit the desired image you can be left to wonder if they really do use magic.

Ever since Walt Disney brought Mickey Mouse into our lives, the company has done a fantastic job with connecting to their audience at an emotional level. Disney continues to use its heritage and the characters that the world fell in love with years ago as their main branding tool, and it is clearly working for them.

If the Walt Disney brand keeps this image, it will be the most beloved brand for many years to come.

This guest blog post was written by PRowl Staff Member Kelly Dougherty. 

Mickey Mouse Marketing

Walt Disney Co. Chairman and CEO Robert Iger announced this past Tuesday that starting in 2015, Disney will ban all junk-food advertising on its children’s television and radio programs that do not meet certain nutritional guidelines.

Disney will be the first major media company to set a food and beverage advertising standard on kid-focused programming. Food and beverage products will need to meet pre-determined nutrition criteria for limiting calories and reducing saturated fat, sodium and sugar when the new regulations are put into effect.

Another aspect of the campaign that hasn’t gotten much media attention is how the Walt Disney Company is working to brand health.

Disney introduced the “Mickey Check” on Tuesday as well. It is described as a an icon in the shape of Mickey Mouse that will “call out nutritious food and menu items sold in stores, online and at restaurant food venues at its U.S. Parks and Resorts.” This so-called “tool” will eventually be featured on Disney licensed food products in your local grocery store.

Although this is an extremely smart business move, I can't help but think the program may be going a little too far. Kids are already bombarded with advertising messages in so many aspects of their everyday life. Now healthy eating, which is a serious public health issue looking at childhood obesity rates, is going to be directly connected to Disney consumer products. It makes me question whether the root of the campaign stems from a true concern over children’s health or is it just another way for Disney to make a profit?

How do you feel about this Mickey Mouse marketing? Is this a case of smart marketing going too far? Let us know!