For a brand that touts its genius at “storytelling,” the Magic Kingdom faces ever-growing problems in telling its own story.Symbolically, Disney has just broken ground on what it portrays as a “storyliving community” of 1,700 new “storytelling homes” in the desert town of Rancho Mirage, CA. “We are story tellers at heart,” its publicity release reminds us.Yet the announcement comes at a moment when the “Disney story” itself is getting bruised by politicians, employees call for walk-outs and the state of Florida is bent on annexing areas long accepted as part of the Disney domain.
Even drought-stricken Rancho Mirage is balking over the story-tellers’ looming water demands.Inevitably, Disney’s publicity chief has now been fired after a stormy three month tour of duty.
Prior to joining Disney, Geoff Morrell had managed to represent BP Petroleum through its oil spills and Defense Secretary Robert Gates through Mideast wars only to find Disney an over-the-top challenge.His defenders might ask: Is the craft of public relations a viable profession for anyone at this moment?
Corporate PR gurus used to be secure if they kept their CEOs happy. To that end, Disney’s publicists would hang with “imagineers” to promote theme park rides and cruise ships.
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