I think that Disney has a very admirable public relations team. It’s really no surprise, considering they are one of the most recognizable brands in the world. I want to focus my Public Relations blog posts on Disney.
This week, Disney announced in an article on their Disney Parks Blog that they are closing their very popular Lights, Motors, Action! Extreme Stunt Show in Disney’s Hollywood Studios within Walt Disney World in Orlando, Florida. It is closing to make room for expansions to the Toy Story and Star Wars sections of the park. This is a very popular show and people look forward to seeing it during their visit to the Disney parks. Naturally, this was an incredibly risky decision for Disney and had to be handled delicately.
Personally, I think that Disney handled the situation fairly well. The author, Thomas Smith, started the article off talking about the exciting expansions coming to the park. He kind of built the hype to get people excited. I don’t think that was hard because of all of the recent Star Wars publicity. After talking about the expansions, Smith broke the news about the closing attraction. He tried to put a positive spin on it by saying you have one more chance to see it.
Luckily, the article didn’t get much negative feedback, but people were confused about a few things he said. As I was scrolling through the comments, I saw that Smith responded to some of the comments with additional information. I thought this was a great move because it humanizes the company as well as eliminates confusion. However, if I were the person in charge of this announcement, I would have had a lot more interaction. He mainly addressed one concern in a few different comments, but I was still left with unanswered questions. There were only 38 comments total which is a reasonable number to respond to. I think he missed an opportunity to reach out even farther.
Overall, I thought it was a great announcement, but they missed an opportunity to connect at a more personal level.