The document provides an overview of The Walt Disney Company, including its history, mission, CSR activities, crisis management, and media relations. Some key points: - Disney was founded in 1923 and became hugely successful with Mickey Mouse and films like Snow White. It has since expanded into theme parks, television, and acquisitions of major studios. - Disney's mission focuses on entertainment and storytelling that inspires people worldwide. Extensive CSR programs support communities, education, conservation, and underrepresented groups. - Recent crises included opposition to Florida's "Don't Say Gay" law and handling fallout from an alligator attack at Disney World. Disney uses social media and its own media properties for communications

1. Indira Priya Dharsini.M- 20PJ016A

2. Content
● Overview of the company
● History of the company
● Mission of the company
● CSR activities that are recent
● Case study about any particular CC and CSR
● Media relations of the company
● Crisis of the company- how they resolved it

3. Overview
and History
● The Disney company is one of the most well perceived and distinct
brands globally with a multi generational audience.
● Disney Brothers Cartoon studio was found by Walt Disney and his
brother Roy on October 16, 1923.
● Walt Disney started with cartoons and cel animations while working for
Kansas City Film ad company in 1920.
● Later in 1923, after his Laugh-O-Gram studio went bankrupt, he moved to
Los Angeles. There he finally sold a short film produced by
Laugh-O-Gram, which is the famous Alice’s Wonderland.
● After the success of Alice comedies and a series based on a character
named Oswald the Lucky Rabbit, Disney began work on steamboat willie
in 1928, with which the world was introduced to mickey Mouse.

4. Overview and history
● With the popularity of mickey mouse shorts, disney began to produce a feature film
in 1934.
● Later in 1937, Snow White and Seven Dwarfs was a smash hit when it debuted just
before christmas.
● Beginning in 1955, Disney has opened theme parks across the world and has
acquired dozens of companies the 90’s and 2000s.
● Disney now owns and operates ABC, ESPN, PIXAR, MARVEL STUDIOS and
Lucasfilm.

5. MISSION, VISION AND CORPORATE MESSAGE OF
THE COMPANY
● The mission of The Walt Disney Company- 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 entertaining company.
● Walt Disney has different brands and this helps to differentiate our content, services and
consumer products to make it more creative , innovative and profitable throughout the world.
● Disney helps to provide positive impact to people in the world.
● Disney enlightens customers by doing something which will magically cherish them .
● There vision is to make and see people happy.

6. MISSION, VISION AND CORPORATE
MESSAGE OF THE COMPANY
● The four major services Disney has taken up
are: Safety, Courtesy, Show, and Efficiency.
● Disney mission is to treat everyone equally
even if they come from a higher standard or a
lower background.
● Disney’s culture sets few expectations from
there to continuous keep understanding and
learning about their guests needs and wants.
● Walt Disney Company’s Generic Strategy for
Competitive Advantage (Porter’s Model)
.Disney uses “product differentiation” as its
generic strategy for competitive advantage.
● Disney’s corporate values are “optimism”,
“innovation”, “decency”, “quality”,
“community”, and “storytelling”.

7. CSR ACTIVITIES
❏ The main purpose of the company’s CSR activities is to create a World of Belonging, World in
Balance and World of Hope.
1. COVID-19 Support
❏ Disney Parks shared more than 320 tons of food to support local communities affected by COVID.
❏ Disney with other companies supported “Its Up To You” Covid-19 education campaign by ad council
and covid collaborative
❏ Disney Japan supported Save the children Japan’s initiative to provide more than thousand single
parent household
❏ Disney team with Star India made a pledge to provide critical healthcare and essential medical
equipment
❏ ESPN (Entertainment and sports programming Network) launched the return to Play Fund to support
and inspire youth in communities of color across North America during the pandemic.

8. CSR ACTIVITIES
2.Financial Support
❏ In FY(Financial Year) 21 the company contributed a total of
$290+ million in cash and in-kind charitable contributions
and also contributed more than 50% of their charitable giving
to programs supporting underrepresented communities.
❏ In June 2020, the corporation has made commitments to the
National Association for the Advancement of Colored
People, Equal Justice Initiative, United Negro College Fund,
Black Girls Code, Ghetto Film School, ARRAY 101, Hidden
Genius Project, National Society of Black Engineers and
HBCU 20×20.

9. CSR
3. Disney protecting nature
❏ Saving wildlife- The Disney Conservation
Fund is focused on saving wildlife for future
generations through grants to leading
conservation organizations working together
to stabilize and increase the populations of
at-risk animals including butterflies, coral
reefs, cranes, elephants, gorillas, monkeys,
and sea turtles.
❏ Renewable energy: In FY 19, Disney
brought online a massive 270 acre,
50+megawatt solar facility onsite in
collaboration with the Reedy Creek
Improvement District and Origins Energy
USA. The facility generates enough power
from the sun to operate two of our four theme
parks at Walt Disney World annually. This,
along with other initiatives, helped us reduce
our net emissions by 47% in FY 19 from 2012
levels.
❏

10. CSR ACTIVITIES
4. Community Engagement
❏ It has been more than 36 years, Disney employees
and cast members have donated their time and
talents through our Disney VoluntEARS program. In
FY 19, VoluntEARS around the world contributed
612,300 hours of service to the communities in
which they live and work. This brings us closer to
our goal of five million hours of service by the end
of the FY 2020.

11. CSR ACTIVITIES
5.For children-In 2018, Disney made a $100 million commitment
to help reimagine the patient journey in children’s hospitals. As part of that
commitment, Disney creates immersive experiences and personal
moments that provide comfort and inspiration when it is needed most.
Their goal is fulfilling every eligible Disney wish to children with a critical
illness.
5.1- Easing the stress of hospital stay- Teams across the
company worked with an expert advisory council to identify unique
experiences Disney could provide that would ease the stress of a hospital
stay for children and their families. This advisory council, which included
more than 25 physicians, caregivers, patients and child life professionals
from around the world, develop concepts that provide comfort and
emotional support in moments of high anxiety and stress.
These concepts are designed to draw children into the vibrant and
comforting worlds of Disney’s storytelling during high-stress moments.
They include breathtaking murals; visually stunning, large-scale,
interactive wall art; virtual reality experiences; themed hospital gowns;
first-run movies through the Disney Movie Moments programme.

12. CSR ACTIVITIES
5.2- Partnership with starlight-
In addition to transformative hospital experiences,
CSR supports Starlight Children’s Foundation on
unique Disney-themed deliveries that provide
comfort and inspiration to children in U.S.
hospitals. The company’s support of Starlight
enabled them to distribute more than 300,000
care packages, virtual reality headsets, games,
books and toys to children in 415 paediatric
facilities in the U.S. in 2020.
5.3- Pixar effect- In August 2020, Disney
launched Pixar Fest in Europe, a virtual family
festival that helped raise awareness of the power
of film for children facing serious illnesses. For
patients and families in hospitals, a movie can
provide much-needed escapism, comfort,
happiness, and a sense of normalcy. A $1 million
donation to MediCinema will help to create new
family cinema experiences in hospitals in the
United Kingdom, Italy and Ireland.

13. CSR ACTIVITIES
6. Disaster relief- Disney responded to the Australian Bushfire disaster
in January 2020 through donations to the Australian Red Cross and
International Fund for Animal Welfare, community engagement and
fundraising efforts.
7.Missing Maps Project- Each year, natural disasters around the
world devastate millions of people, and many communities are missing from
the maps that responders use to deliver lifesaving aid. To help relief
agencies better access some of the most vulnerable communities, the
American Red Cross and partner organizations utilize the worldwide Missing
Maps project. In FY20, Disney VoluntEARS digitally traced satellite imagery
to help disaster responders deliver aid to people in need during times of
crisis. The team hosted virtual ‘mapathons’ resulting in 80,000 edits to this
vital mapping effort.

14. CSR ACTIVITIES
8. Workforce Investment
❏ Disney Aspire program is celebrating their progress.
❏ This program supports long term career goals for the employees and cast
members for their higher studies and education.
❏ The company is investing $150 million for the first five years to provide
education to cover 100% of the employees books, tuition, education fees.
❏ For the first year, more than 12,000 employees have enrolled for the
courses.
❏ Diversity and Inclusion
In FY 19, 44% of their U.S employees identified as people of color and over
52% of their 220,000 global employees are female. Employing and
supporting an array of voices helps them tell stories and create content
and entertainment experiences that reflect the diversity of culture and
backgrounds of their consumers and the world.

15. CRISIS MANAGEMENT
Recent crisis 2022
● “Florida’s don’t say Gay” ( Parental Rights in Eduction
bill)bill - bans discussion of sexual orientation. Public
school teachers are not allowed to “encourage
classroom discussion about sexual orientation or
gender identity in primary grade levels.
● The company’s statement “
● Disney was silent about the law when it was first
passed, because of which the employees.
● Disney has vowed to help have Florida’s HB
1557 law, which is known as the “Don’t Say Gay”
bill, repealed.
● The company’s public opposition to the new law
comes after CEO Bob Chapek was criticized for
not speaking up sooner and with more fervor
ahead of the bill passing the Florida Senate.

16. CRISIS MANAGEMENT
Recent Crisis 2022
● Marriage proposal denied at Disney
● Disneyland in Paris, a guy with a ring in his hand dropped to
his knees and as was about to propose, a disney employee
in mickey mouse ears barged in and snatched the ring,
millions of had watched the video online, the man was
germany
● As the moment went viral, disney apologized and offered the
couple a free weekend at any disneyland park
● The man denied the offer and said that disney can’t give
them their moment back.

18. CRISIS MANAGEMENT
Death of lane graves- June 2016
● June 2016 With the opening of the Shanghai Disney Resort and a new attraction
featuring the popular animated film Frozen, Walt Disney Company employees
planned to celebrate.
● A two year old boy grabbed by an alligator and dragged into the water, at disney
worlds grandiflora, a medical examiner’s report stated the boy died of a traumatic
neck injury and drowned. Disney, immediately closed the beaches and installed
barriers to all lagoons and ponds. disney had posted warning signs about alligators
and snakes in the lagoon. In the search of the boy’s body the officers pulled five
alligators from the seven sea lagoon.

19. MEDIA RELATION
Disney Through Media :
● Disney uses social media to connect with audience very effectively.
● They mostly uses various Social media platform such as Twitter, Facebook,Instagram etc.
● These platform allows the company to interact with its audience through multi-channel strategy.
Types of Media that Disney produce:
❏ Comic Books
❏ Amusement parks
❏ Films Music
❏ TV programs
❏ Video Games
❏ Web portals

20. MEDIA RELATION
Disney Hotstar:
❖ Hotstar has been renamed into Disney+Hotstar
❖
❖ The new branding is available on both Android and iOS users.
❖ It was first launched on Android on 9th march followed by rollout iOS.
❖ Hoststar green theme is changed into Disney+ Blue theme .
About Disney +Hotstar:
● Disney+Hotstar is an Indian brand, which has the subscription video on demanding over the top
streaming service owned by Novi Digital Entertainments of Disney star and operated by Disney
media and entertainment distribution ,both divisions of Walt Disney Company..

21. MEDIA RELATION :
Advertisement :
Advertisements plays a major role in creating awareness among people , these will promote
more publicity to the company , in those certain ways there are few add that plays a big role for
its growth they are
❏ IPL match promo - Disney + Hotstar
❏ Reel to Real match making : Jeevansaathi.com - Disney + Hotstar
❏ Serial advertisement
❏ Sports advertisement
❏ Reality show advertisements
❏ Movies
❏ And its available in all regional languages in India .

22. MEDIA RELATION :
Disney + Hotstar Release date :
➔ Released on : Feb-11-2015 by India (Originally Launched as Hotstar ,the service rebranded into Disney + Hotstar on 3rd
April 2020 )
➔ Released on : Sep-4 -2017 by US and releasing partner Hulu (Originally launched as Hotstar , the Hotstar content moved
into Hulu on Sep 1 2021 )
➔ Released on : Sep -13-2018 by United Kingdom ( Launched as Hotstar )
➔ Released on ; Serp -5-2020 by Indonesia ( Launched as Disney + Hotstar )
➔ Released on : Nov -1-2020 by Singapore , Releasing partner Star Hub ( Launched as Hotstar )
➔ Released on June -1-2021 by Malaysia , Releasing partner Astro ( Launched as Disney + Hotstar)
➔ Released on June -30-2021 by Thailand , Releasing partner AIS ( Launched as Disney + Hotstar )
UPCOMING RELEASE :
➔ Early 2023 by Vietnam , Releasing Partner TBA ( Launching as Disney + Hotstar )

23. MEDIA RELATION
Additional Information :
★ Brand Ambassador:
Shah Rukh Khan has been paid 5 crores to become the Brand Ambassador for Disney+ Hotstar .
The OTT giant Disney Hotstar has confirmed Ram Charan as the Brand Ambassador for their platform with a whopping amount of
Rs . 5 crore . This is one of the biggest deals in recent times between a brand and a celebrity for the endorsement of products .
★ Disney Streaming :
Disney plus is an American Subscription video on Demand over the-top-streaming service owned and operated by the Media and
Entertainment Distribution division of the Walt Disney Company .

24. MEDIA RELATION
Success of Disney plus :
Disney Plus's great strength is its content. At launch, the service offered a
much smaller content library than rivals like Netflix or Amazon. It is acknowledged, however, that's
Disney's strengths lie in quality over quantity, with Pixar, Lucasfilm and Marvel all developing content for
the service
Disney Advertisers :
ABC, ABC News, Disney Channels Worldwide, Disney Digital, ESPN
Networks, ESPN+, Freeform, FX, National Geographic, Hulu, and its eight ABC-owned local stations
SLOGAN :
One of the Disney plus Slogan is “ Discover new worlds”

25. REFERENCES
● https://www.comparably.com/companies/the-walt-disney-company/mission
● https://impact.disney.com/
● https://impact.disney.com/app/uploads/2022/02/2021-CSR-Report.pdf
● https://thewaltdisneycompany.com/disney-releases-2021-corporate-social-responsibility-report/
● https://thewaltdisneycompany.com/disney-publishes-its-2019-corporate-responsibility-report/
● How Public Relations is Handled at the Disney Parks
● How Disney Handled Their Crisis During a Celebration
● https://www.prnewsonline.com/disney-tragedy-response
● https://progressions.prsa.org/index.php/2016/06/30/disney-handled-crisis/
● https://www.strategicvisionpr.com/disney-handling-crisis-right/
● Covid crisis (just for reference) https://www.npr.org/sections/coronavirus-live-updates/2020/05/05/851103837/disney-reports-first-quarterly-earnings-since-pandemic-began
● https://www.ft.com/content/0e3c232f-594f-40fd-8daf-702012478435
● https://www.cnbc.com/2022/03/28/disney-vows-to-help-repeal-dont-say-gay-law.html
● Disney apologises for 'silence' on 'Don't Say Gay' bill