DAVE QUAST
DAVE QUAST
RLM PUBLIC RELATIONS
NEW YORK, NY
There is only one way for a company like Disney to respond to an ugly
situation like this: fire the employee immediately, make a
strongly-worded corporate statement about how employees are expected to
embody the company’s values and hope not too many people remember the
incident as related specifically to Disney. This situation has
highlighted the dark side of the Internet, and this is all good from an
awareness-raising perspective. This unpleasant circumstance means that
Disney can expect to be a news hook, primarily in Web-related stories,
in the future. Journalists examining the underbelly of the Internet will
continue to do so, and Disney shouldn’t stoke the fire by responding to
this incident overzealously. Disney’s public relations challenges are
significant enough already, and the company already faces the perception
of being a giant media conglomerate far removed from the world of Donald
Duck. However, given this most recent blemish, Disney should not engage
in a full-scale community relations or public relations campaign
designed to enhance its ’family’ image at this time, as it would be too
transparent and an obvious exercise in corporate spin control.
As former members of the Mickey Mouse Club climb the pop charts as
underage sex symbols, Disney should, after a few months, focus on a long
term campaign, possibly using local PR agencies in communities where it
has a significant numbers of employees, to remind people that Disney
means Main Street, U.S.A. and not the Santa Monica Pier.
JAMIE PEARSON
THE WEBER GROUP, CAMBRIDGE, MA
Clearly Disney’s ’he’s not one of ours’ position on Infoseek executive
Patrick Naughton’s recent arrest for luring a minor on the Internet just
doesn’t cut it. The close associations between Disney and Infoseek, as
well as Naughton’s bright future within the Disney empire were widely
reported, and as a result, Disney needs to be concerned about the
’tarnished halo’ effect. Instead of remaining silent on the matter -
which in itself sends a message of indifference - the company should
emphatically state its support of the investigation of this deplorable
crime. Disney must also state its expectation that anyone associated
with the Disney name adhere to a strict code of conduct commensurate
with the Disney brand, which stands for family values and the well-being
of children around the world.
SCOTT THOMPSON
THE POINT GROUP, DALLAS, TX
Disney should be commended for acting decisively in the dismissal of
Patrick Naughton. Now it should focus on ways it can improve the safety
of children from online predators. As the company has entered new
markets, the leadership must be aware of the dangers that can threaten
their traditional audience. It should voice their concern by focusing
attention on the children’s charities they have either founded or
support. This would be the perfect time to partner with the FBI or local
law enforcement to develop new software that makes it more difficult for
pedophiles to use the Internet as a hunting ground
