Module 3: Case Study Assignment
It is important for any organization, regardless of size or legacy, to understand the
importance of corporate communication. The Disney America Theme Park project rescinded
from their campaign to build a new theme park in the historic location of Prince William County,
Virginia after realizing how their strategic communication affected the perception of their
organization. This response will examine the controversy that resulted from the communication
during Disney America Theme Park attempt to expand their business to the Prince William
County Virginia. The paper will also explore how organizational communication during this
controversy affected Disney's public perception and constituencies.
Disney's choice to launch such a large project in one of the most historic and preserved
location in American history significantly affected its constituents, thus resulted in challenges to
its reputation. The people of Virginia "knew nothing of their plans"(Moe & Wilkie, 1997).
Disney's sudden announcement to the public of its intention to invest $650 million in building
its park on 3,000 acres west of Manassas battlefield was met with severe opposition by various
independent groups, government officials and people who perceived the company's action as an
attempt to exploit the natural historic assets of that area(Kotz & Abramson, 1997). According to
Rudy Abramson and Nick Koltz (1997), "Disney's image was taking a shellacking that company
officials were unwilling to accept... Disney's withdrawal it was spared a tidal wave of
development" (p. 1).
In response to this backlash and negative publicity, Disney re-assessed its objective for
communication, the resources available to communicate and devised strategies for improving the
reputation of the company. Peter S. Rummell the president of Disney Design issued public
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