Crisis PR: Disney Reeling After Alligator Kills Young Boy at Theme Park

Disney World in FloridaIt’s every parent’s nightmare and a horrific news story that has dropped like a bomb in the “happiest place on earth.” Last week a toddler was killed at the Grand Floridian, one of Disney World Orlando’s premier resort hotels.

The child’s family was relaxing by a lake near the hotel when the toddler was grabbed by an alligator and dragged under the water. The boy’s father tried to reach him but was unable to pull the child away from the giant reptile. Suddenly, a Nebraska family’s dream vacation was destroyed, and their family was left scarred forever.

Disney CEO Bob Iger was half a world away when he got the news. Iger was in China to launch the company’s new Shanghai resort. Already on shaky ground in a vibrant but somewhat hostile marketplace, Iger was hit with some of the worst news the CEO of a major theme park could hear.

Negative Associations with Disney’s Brand

As bad as it is to lose a child, the circumstances of the death had all the elements of horror, mystery, and outrage that send the news cycle into overdrive. The terrible images were everywhere. Parents felt their stomachs drop and held their children tight. And, every time they felt that way, the name “Disney” was attached to that feeling. In the public relations business, that sort of negative association is the beginning of a PR crisis.

As the body of poor Lane Graves was recovered on Wednesday morning, Orlando was still reeling from the terrorist attack at the Pulse nightclub the week before. Every Google search and social media trend mentioning Orlando seemed connected to terror and fears of tragedy and loss of security. For a theme park, when guests fail to assume security and safety, that worry dampens the fun they pay for, and in the case of Disney, it could mean a lot of people paying a lot less.

Is There Danger at Disney Parks in Other Locations?

Now there’s been sufficient time for the second shoe to drop. Reporters have begun asking how secure Disney’s other resorts and hotels are. The interrogation goes something like this: “If this could happen at the premier facility in the Kingdom, what are the risks at Disney’s other properties?”

It’s an opportune question to be sure, and not exactly a fair question. But it’s the question many people are worried about, justified or not, so it’s a question the press will ask…and they will keep pressing until they get some kind of printable answer. If they don’t get one, that in itself will be news.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.

ronn torossian 5wpr ceo

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About Ronn Torossian

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals.

Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions.

Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.

Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller.

A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities

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