The Magic Behind Disney’s PR Success
Published on April 3, 2025, at 11:05 a.m.
by Katie Black.
The Magic Behind Disney’s PR Success
When it comes to the hospitality and entertainment industry, few brands have the same magical appeal as Disney. With a sprawling empire that includes 12 theme parks, 55 resort hotels, a top-rated cruise line, a large-scale merchandising network and a powerhouse media division, The Walt Disney Co. is a force to be reckoned with. Walt Disney World is one of the most visited theme park resorts in the world, with approximately 50 million visitors annually. But what makes the magic of Disney so compelling and the Disney brand so strong?
The answer isn’t just the attractions, the movies or the merchandise — it’s the people. Disney’s public relations success stems from three key groups: its guests, the cast members and the creative minds shaping its public relations strategies. Together, they create the magic that truly sets Disney apart.
The storytellers: Disney’s guests
In a recent PRsay interview, Suzi Brown, vice president of communications at Disneyland Resort, said one of Disney’s greatest PR strengths is the authentic stories that come directly from the guests. In the parks, at the resorts and even on social media, guests everywhere create magical moments that fuel the brand’s reputation and media presence.
“I always say we’re blessed with an abundance of riches,” Brown said in the PRsay interview. “We have so many wonderful stories to tell. Being able to connect with our guests in a personal and emotional way makes our brand a little different from everybody else’s.”
James Warda, author of “How Does Disney Do That?: How Disney Makes Us Feel and Why It Matters,” explained the role that guests play in bringing Disney’s magic to life.
“Without the guests, the park is just an empty park — it’s just a bunch of attractions sitting there,” Warda said. “But the guests come, and they bring their own stories to the parks, to the cruises and to the movies, and that mingles with the story Disney is trying to tell.”
From marriage proposals and gender reveals in front of Cinderella Castle to sharing special family vacation moments, these personal memories become compelling narratives that fuel Disney’s PR, marketing and traditional press coverage.
The ambassadors: Disney’s cast members
Disney’s cast members — the official term for the guest experience employees who bring the magic to life — are another critical part of the brand’s PR strategy.
“With 35,000 cast members, we’re by far the largest employer in Orange County,” Brown noted in the PRsay interview. “And we know that whatever is internal is external, so we [in effect] have 35,000 brand ambassadors. It’s important that we keep them informed about what’s going on.”
This perspective means more than simply keeping employees in the loop. Internal communications at Disney prioritize celebrating its cast members and ensuring they love the brand they work for.
“Working at Walt Disney World is more than just a job, and I think so many of the cast members feel that way,” Kelsey Kahoe, a hospitality intern at Walt Disney World, said. “It is really cool to work in a place where so many of the employees genuinely love to be there.”
The emotional connection between employees and the brand enables the cast members to be built-in brand advocates. Their passion and positive interactions with guests help to reinforce Disney’s reputation as a company that values both its employees and its consumers.
The masterminds: Disney’s PR professionals
Behind every magical moment, there is a team of PR experts ensuring that the Disney story remains as strong as ever. With so many facets of the company to create stories for, Disney has PR and communications teams all over the board, each taking a unique approach to storytelling.
In a 2024 article for Culpwrit, Warda examined how Disney’s public relations strategies have been inspired by its founder, Walt Disney.
“After all, I don’t know of anyone who was so naturally good at promoting their brand, and its offerings and continuous focus on customer experience and innovation,” Warda wrote. “And he generally did it in such a positive way that it drove an emotional connection with his employees and customers, driving engagement, word-of-mouth, loyalty, and revenue.”
The creation of masterful PR and storytelling continues today, as the brand focuses on emotional connections, nostalgia and innovation. Whether it’s the grand opening of a new park attraction, the launch of a film or even an expansion into streaming services, Disney’s PR team ensures that consumer excitement is built and maintained.
Warda noted that the feelings of wonder and nostalgia that Disney evokes come from establishing an emotional connection with its audience. Creating a sense of belonging truly sets Disney apart, enabling guests to create positive memories with their loved ones and themselves.
“To me, that’s the key — you have to make people feel like they belong and that they matter. Once you do that, you can do anything,” Warda said.
Through always striving to reach that human connection and remaining consistent, Disney has built a loyal audience that keeps returning, ensuring its continued influence throughout the industry.
A legacy of storytelling and innovation
The heart of PR is the people, and Disney is a prime example of a brand that demonstrates that. Between guest stories, the passion of cast members and the strategic expertise of PR professionals, Disney continues to raise the bar for public relations in the entertainment and hospitality industries. And as long as people seek that magical, exciting and nostalgic feeling, Disney’s PR will keep the brand thriving for generations to come.
