Essay Sample on Disney Eyes New Theme Park

Introduction

Disney is a popularly known theme park for the remarkable experiences it thrills to its customers. Mr. Eisner will have to consider some critical issues from a government relations perspective before opening a new park in Prince William County in the state of Virginia. To begin with, he must acknowledge his mistake for not giving the government notice of his company's plan to open a new theme park in their state. He should hold a meeting with the government to notify them of their project and sincerely apologize for letting the media break the news to the public before him. He should also ensure that the government has offered him all the necessary legal documentation; being licensing and permissions to open the theme park so that there is no more collision in the future. Mr. Eisner will also have to consider the public and get the statistics to know whether the people of that area support the opening of the theme park or they are against it. Considering the people of Virginia, the ideal location is also very essential. Disney should be located where it is most convenient for its visitors, considering the traffic it would create. This is because visitors who would come from areas of the world which would have to be where the government has no issues.

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Disney is most vulnerable from a communications standpoint in government and public relations. Though nobody had thought that it would become a historical site at some point, many of the people faced the idea with a lot of criticism and opposition. This was because the park had been proposed to be built on historic property near the Commonwealth of Virginia. Many were not for the idea of giving up their historical land that had been there for many years for it to become an individual profit-making property; they were not ready for that. They made street protests to oppose Disney on using the historic land. The land itself was a vulnerability as it had been home for the four previous presidents. It had protection from anything happening to it without proper notice and approval by the government hence making Disney's approach offensive.

Disney has faced a lot of opposition to its new theme park, it could have better anticipated in several ways. Firstly, it should have used a better approach by informing the government and the public on its proposal to build a theme park before the information got leaked to the media. Disney should have clearly stated that the property would not exactly be on the historical site but rather on their private land, which was in the middle of it. They also should have considered another ideal location so that the public would not be protesting against Disney and making it bad for business because, with the situation, the people would still not be impressed by the fun-based park. Disney should have consulted with the government and some of the public in identifying where it would mostly amaze them and some of the features that they would have liked and hence they wouldn't have faced the opposition that they faced during that time.

Eisner needed to protect and enhance Disney's corporate reputation despite all the opposition it had faced. To begin with, he should have tried to create more job opportunities for the people to see its benefit to the people. When people get employed, instead of criticizing Disney, they would praise Disney to the rest of the public, thus enhancing their reputation. Disney would also need to collaborate with other well reputable companies. As a result of this, it would help significantly in improving its name worldwide as people would see, so they have no doubt trusting Disney. Also, Eisner would need to advertise Disney more to the media showcasing their best products to people and giving them offers which would much entice them, and its corporate reputation would be enhanced greatly. He would also do great by giving charities, sponsoring public events, and giving scholarships. This would make the people realize how great Disney is, as a result of this growing and enhancing its corporate reputation by a magnificent mile.

References

Argenti, P. A. (2015). Corporate communication. McGraw-Hill Higher Education.