And You’re Watching…Crisis Management

We all make mistakes. While it may be hard to believe, even the happiest, most magical place on earth can sometimes get it wrong. When issues arise, it is important that there are set standards in place for cast members and managers to follow in order to maintain Disney’s composure on and offline. These guides ensure that the necessary actions are taken in order to manage and diffuse a conflict or crisis situation.

Code of Ethics for The Walt Disney Company:

Social Media is widely used to navigate and explore the many different opportunities the Walt Disney Company offers. To ensure that our guests and Cast Members engage with guests and other members respectfully and honorably, a Walt Disney Company Code of Ethics has been set into place.

1. Commitment to guests and their Disney Experience
   The quality of the customer’s entertainment experience in Disney and online with Disney is a critical responsibility. Here at Walt Disney, we vow to provide quality entertainment through social media, theme parks, television, and films. By taking responsibility to uphold our guests’ and Cast Members’ health, privacy, and safety, we can ensure that anyone’s interaction with Disney on and offline, will be one that is not only appreciated but remembered.
2. Disney will be committed to generating a fair, diverse, and dignified presence on and offline.
   The Walt Disney Company must ensure the online and offline presence of Disney is an all-inclusive atmosphere for users and Cast Members. Employees must be seen as valuable assets to the Disney team. In turn, this meshes over into our presence online. Showing and inviting users of all walks of life that they are unique and accepted by not only Disney but by everyone as well.
3. Act respectfully when communicating with guests/users online.
   It is easy for statements or comments to be confusing or misconstrued by followers. When approached with questions, accusations, or other information, it is important for Disney to thoughtfully and strategically interact with their users in order to halt the furtherance of damaging media.
4. Disney must interact with integrity, honesty, and legitimacy.
   When presenting a product or offer online, Disney must engage with users in a way that does not confuse or mislead them. These customers are the reason behind what happens here within the Walt Disney company. To strengthen the trust between us and our users/guests, it is important we interact with them truthfully.
5. Do not further online conversations after 2 replies.
   In order to maintain the composure of the Disney brand, it is important to limit responses to inquiring users to no more than 2 responses. Doing so aids in keeping the comment section clean and free of confusing and possibly misleading information.
6. Direct users to reach out via email
   In the same vein, in order to maintain respect between Disney and the user, it is important to direct the commenter to further the conversation with HR through email. This still shows the user that we care about their questions and problems and that we plan to find a solution in a more professional way than through social media comments.
7. When a crisis arises, Disney will halt all queued social media posts.
   When a crisis situation occurs, it is important for Disney to halt all posts that were previously queued for the week. This is important because we do not want followers to believe that Disney does not care about the current issue. Disney must stop all incoming posts in order to remain silent so they can listen, process, and evaluate.
8. Disney will extend a public statement/apology to the public along with a plan of action.
   When an issue arises, Disney must release a public statement that accurately and sincerely recognizes the current problem. Along with this statement, Disney must implement a plan of action to right the wrong that has occurred and to reassure users that they are making a change for the betterment of the organization. Maintaining transparency shows that Disney can be a trusted source and will help further a lasting relationship with their followers.

Maintaining a Strong Brand Presence

No one is free of issues, not even Disney. When issues arise that have the potential to threaten the image and overall brand of the institution, it is important that The Walt Disney Company approaches the situation thoughtfully and carefully in order to diffuse the problem and ultimately set the organization back on the path of success. If The Walt Disney Company follows this ethical guideline, they will ensure that any problem, should it arise, will be taken care of sincerely and effectively.

Sources:

The Walt Disney Company

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