The Latin term Alma mater means “nourishing mother”. We refer to our high school and college we attended as our Alma mater because over the years it has cared and nurtured us, just like a mother does.
Below is the Alma mater song of my illustrious higher education institution, Delaware State University
Hail Alma Mater!
Thy children greet Thee.
Greet Thee with loyalty, love,
strength and truth;
Here in Thine ancient halls o’er
Thy plains so verdant
Thou art our guide in the pathways of youth.
From the broad world without,
come Thy sons and daughters,
Bearing our laurels to lay at Thy shrine.
E’er shall we heed Thy call;
ne’er shall we fail Thee,
Loved Alma Mater,
God bless Thee and Thine
In laymen terms, the Alma mater means:
Greeting mother of nourishment! Your children greet you.Greet you with loyalty, love, strength, and truth; here in your ancient halls over your flat land so green and rich you be our guide during our journey of youth.From all around the world, come your sons and daughters bearing your honor to lay at your commemoration. Ever shall we pay close attention to your call; never shall we fail you, loved Alma mater,God bless you and yours
It is amazing how the Alma mater was written years ago but still exemplifies the same meaning to the students that enter in the current years. My Alma mater will always hold a special place in my heart. Since entering Delaware State University in August 2012, I have grown into a marvelous person that I could not be more than proud of. Delaware State is a school not made for the weak, I have learned to be resilient in life’s obstacles because of this school.
Above is a public service announcement on cyber-bullying created by Disney Channel. The video is an example of a form of media relations. Disney channel chose to use a commercial outlet to connect with the audience to get a message across.
Media relations come in many different forms in this millennium than they did before. Marshal McLuhan introduced the world to the concept that the medium is the message. He posited that “the ‘message’ of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.” However, McLuhan may have not anticipated the rapid growth of those media. Today there are complexities, challenges, and opportunities of media relations as a supportive tool for an organization’s overall relationship with the media and other target audiences.
In the past, when media was few in numbers, news would be defined by the editor or producer to meet target audience needs. But newer technologies help redefine this and create new target demographics. In short, news has come to be defined by the recipient to mean whatever he or she wants it to be. The product, event, issue, personality, or program a company is promoting should have one or more of theses news values: impact, novelty, prominence, proximity, and timeliness. I can include dramatic newsy, as well, which are things like: crisis, celebrity, conflict, controversy, crime, criticism, corporate misdeeds, and crashes.
In Disney’s cyber-bullying public service announcement above, the new age of defining media is used. The commercial is target to reach viewers of Disney channel all over the world. The commercial gets straight to the point and does not drag the time out. The commercial also gets the message across by using Disney stars that many children and teenagers admire.
Furthermore, when presenting media relations a company should be careful in selecting the right media to use. Business must make a change that is the best way to reach their target media. The type of media businesses can choose from are:
Audio and Video News Release
Backgrounder and Briefing information
Blogs
Editorials, Op-Ed Pieces, Letters to the Editor
Editorial Board Visits
Frequently Asked Questions (FAQs)
Feature Releases
Interviews
News Conferences
News Release
Photographs
Public Service Announcements
Subject Matter Experts
Beyond the facts listed above about media relations, according to The IABC Handbook of Organizational Communications, the Walt Disney Company expands their media relations in other ways. The picture above is a collage of all the networks that the Walt Disney Company owns. Each network reaches a large, but different target audience. For example, ESPN is geared to target people who love sports, while Pixar captures the heart of those who love animated movies. Different outlets of media relations can broaden the audience and/or customers of a company.
Also, the Walt Disney Company leaves their media such as press release, public service announcements, FAQs, photographs and etc. accessible to everyone online. This allows the following audience to always know what’s going on with their company.
Here are some hyperlinks that will keep you informed with the Walt Disney Company’s media relations:
Often times Disneyland and Disney World, two theme park branches of the Walt Disney Company, are referred to as “The Happiest Place on Earth”. Beyond the great shows, beautiful decorations, and overall magical experience, Disney is known for its magnificent customer service.
Excellent customer service is the ultimate factor that can assure a company that its consumers will return. The Walt Disney Company understands the importance and values of customer service. The company follows suit to the key points of the “Customer Relations” chapter that was written by Morgan Lay Parkhurst in The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership. Consequently, the company follows the key points stated in the book but also creates its own ideas that work best for the company in enhancing the overall Disney experience.
In the “Customer Relations” chapter of the IAB Handbook, Parkhurst addresses companies that strive to think like their customers as smart organizations. A smart organization works smart by building a relationship with consumers that are based on mutual loyalty and common understanding. They think like their customers, not for them. An idea which puts an organization in the position to understand their customers as well as they know themselves. Also, smart organizations recognize that customers not only buy products but ideas and messages; therefore, organizations keep an open mind about what it means to think like a customer.
Before researching into customer mindsets, the chapter suggest that an organization with effective customer relations must forget the Golden Rule. The Golden Rule of treating others the way we would want to be treated is counterproductive. Parkhurst argues that thinking like a customer means treating customers the way they want to be treated, and not the way the company think they want to be treated. The Golden Rule is ineffective in business communications because it: assumes the customer is like the organization, presumes the customer has the same information the organization does, and creates stagnation.
Lastly, a business must tailor how messages are communicated to audiences. Smart organizations tailor communications and the method for transmission to what customers want. They adopt new mentalities, acquiring the kind of customer loyalty and profitability their competitors can only dream of. Parkhurst states most companies fail to effectively think like their customers because they design programs around what they want share rather that what customers want to hear.
Below is a video entitled “Bill Capodagli on the Disney Way”. Bill Capodagli is the author of The Pixar Way and The Disney Way: If Walt Ran an Organization! The video discusses Disney and their exceptional customer service.
Each media outlet used to understand the Walt Disney Company’s level of customer service suggest that the company takes great pride in how they treat customers. In Bill Capodagli’s video, he states that customers should not be called customers and should be treated more like a house guest. Disney teaches their employees, through the Disney Institute, how to treat their guest. In the video and hyperlinks, you will find specific stories that exemplify the little things Disney do to ensure great customer service. In carmine Gallo’s article “Customer Service the Disney Way”, he highlights that Disney is always show ready, which means beyond the parade many shows, Disney always look show ready meaning guest will not find trash on the street cause employees are taught to keep Disney looking great. Also, Gallo emphasize on how employees are taught to make customers feel important by being assertively friendly and asking guest if they need help, rather then waiting for guest to arrive. “Why Disney Does Great Customer Service” is a blog post with a laundry list of rules Disney follows that assist in customer relations.
Overall, the Walt Disney Company upholds customer service which is one reason the company has been successful after all these years. When a company seeks to better their customer service, many look to Disney to complete this, as their company can be taught at the Disney Institute on how to construct an effective customer relations plan.
Internal branding starts with employees. The Walt Disney Company conducts a brand loyalty program at the Disney Institute. Over 85 years, the company has maintained a comfortable and lasting position in the marketplace. Employees build their brand by exploring the link between customer satisfaction and brand reputation. This integration sets Disney apart. The content of the Brand Loyalty program is to study the model of brand loyalty, build relationships, build repetitive business, and sustain competitive advantage. The brand loyalty model has three objectives which are to define brand loyalty, identify “loyalty profit chain”, and explore the impact brand loyalty has on financial performance and reputation. The Walt Disney Company betters their brand by offering classes like this to all employees interested. The work of the company begins with the employees which is a principle that this company understands.
The Disney experience goes beyond the rides. Beyond the welcoming feel of Disney World, the company holds communication to a high standard. Internal communication is key; it is the thing that keeps a company moving effectively, making daily routines and slight mistakes effortless. Internal communications is a management discipline; it is the function responsible for effective communication among the company and participants within that organization. This may be done through the web, in house publications, phone calls and emails. The Walt Disney Company uses all of these methods. The Hub not only conveys the latest on corporate information like changes at the parks and closures but also keeps the cast members, what Disney employees are called, informed about their schedule and allows them to make changes. The company produces a magazine entitled “Walt Disney World Eyes and Ears” , which is produced twice a month and contains uplifting stories about the company and its cast members. It also has information about cast member discounts and special events. A faster form of internal communication is phone calls and emails. These can be used for issues like when the web had misprinted the schedules for the company. Different departments may use emails more often than other forms of communication. Also, Walt Disney even has its own internal computer generated television newsletter. The newsletter is put on closed circuit television and broadcast 24 hours a day.
Employee engagement is a property of the relationship between an organization and its employees. An “engaged employee” is one who is fully absorbed by and enthusiastic about their work. He or she takes positive action to further the organization’s reputation and interest. Clarity of job expectations, career advancement opportunities, feedback, and incentives are a few points that help drives engagement.
The Walt Disney Company promotes a culture of giving back as a way to engage employees. According to the company’s website, Disney cast members and employees are active members of their communities, at work and around the world. Disney created the VoluntEARS program which employees across 42 countries have given more than 8 million hours of their time by filling hospital rooms with love to serving meals, building homes for families, cleaning beaches, and going green. Along with the VoluntEARS program, employees play an important role in advancing Disney’s environmental commitment. The Walt Disney Company does an excellent job with employee engagement which leaves great reviews for this company. The reputation of this company remains positive because the company understands the importance of employee engagement.
The Walt Diseny Company must watch out for all possible issues that may arise to attact the company. It is important to list the all possible issues and set a plan that will be effective in overcoming that obstacle. One issue that the company may face is properly making television shows and other aspects of the company more diverse without offending the consumers.
Recently, disney channel has aired shows that display interracial families. If the shows are not displaying interaction between the interracial families properly, then viewers may start to criticize. In order to avoid this issues, the Walt Disney Company could run the script of the televison show to a focus group. The focus group that will be able to assist the comapny should be a mixture of people, it should consist of people coming from interaccial families as well as those pure bred.
Another problem that the company may face is going againt First Lady Michelle Obama’s kid health plan. The first lady has set up a plan to control child obesity in the United States of America. Networks like Nickelodeon have set up different things to assist in this plan. However, the Walt Disney comapny has not been to active. If Walt Disney companies like Disneyland, Disney World, and Disney channel promote junk food and other things that can be bad to children health then children will consume it. Some ways the company can avoid this problem is by helping first lady Michelle Obama get the messgae out. The company can partner up wiht Nickelodeon and put on the national Day of Play by stopping all the shows on the channel and inspiring kids to get outside and play.
The Walt Disney Company believes that working with stakeholders enhances our ability to address issues. Keeping open lines of communication with stakeholders allows Walt Disney to create solutions to some of their most important challenges while generating value for shareholders. Walt Disney actively listens and learns from stakeholders and provides them with information to better understand the actions and intentions of the company. Walt Disney engages with stake holders routinely through in-person and web-based meetings, conference calls, correspondence, working groups and workshops, and conferences and events.
The Walt Disney Company is a leading family entertainment and media enterprise. For more than nine decades the name Walt Disney has been distinguished in the field of family entertainment. From their humble beginnings as a cartoon studio in the 1920s to the global corporation they are today, The Walt Disney Company continues to proudly provide quality entertainment for every member of the family across America and around the world. It consists of five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. The subsidiaries within these segments of the Disney Corporation include ESPN, ABC, Marvel, Touchstone, Pixar, numerous theme parks and resorts, and a variety of consumer product lines.
The company believes that acting in an ethical manner and with respect for human rights is core to being a good corporate citizen. They strive to conduct business with honesty, integrity, and in compliance with the law everywhere they operate. Through reporting and stakeholder engagement, they strive to increase transparency and accountability. And internally, educating and informing employees about the importance of citizenship, they are able to leverage the intelligence, integrity, and passion of our workforce towards achieving their greater citizenship goals.
The following are goals for ethical conduct: disclose relevant citizenship information in a timely manner; integrate citizenship into the day-to-day decision making of leadership; engage with stakeholders on a regular basis; integrate citizenship into the responsibilities of every Disney employee; respect human rights within operations.
However, the company faces three possible ethical challenges in the future. The challenges they face are Disney’s purchase of Marvel, establishing a “zero-pollution” Shanghai Disneyland Park, and make Shanghai Disney more acceptable. On December 31, 2009, the Company completed an acquisition of Marvel Entertainment, Inc. The Comic characters of Marvel are more adult and masculine with violence. But the cartoon characters of Disney are kind and gentle. After the acquisition, the Disney television network began play Marvel’s cartoon. This acquisition may give a bad influence on children who have no judgment and will confuse Disney’s consumers. Also, shanghai Disneyland asserted that they will use leading environmental cleaning standards to ensure “zero-pollution”. But one of the greatest lessons we can ever learn is that 90% fish of Changsha Bay was dead because the pollution of hongkong Disneyland park. Lastly, due to the huge culture difference between Chinese and America; making Shanghai more acceptable to American culture will be challenging. The failure of Disneyland in Paris can be an example of what can possibly happen.
Last night I had the honor of hearing the story of “The Three Doctors”. Dr. Sampson Davis, Dr. Rameck Hunt and Dr. George Jenkins are from a low-income area in Newark, New Jersey. They made a pact with each other to get through high school, college and medical school. After high school, the trio attended and graduated from Seton Hall University; two of them — Hunt and Davis – would go on to medical school and become medial doctors. Jenkins would go on to dental school and become a dentist.
As each doctor explained their side of “the pact” story, they all dropped important points that myself and other students could use throughout life. Their advice may have seemed to be cliche, as it was words many parents reiterate during childhood; however, these cliches carried more importance.
Dr. Sampson Davis started the lecture. from his speech I learned that the most conscious thing to do is beware of who you hang around. Ultimately, the people you hang around can lift you up or bring you down. Also, if the people that you hang around believe in you it will help you to succeed in anything in life. “A dream without action is simply sleep.” That quote has a deep meaning and it motivated me to put all my goals in action.
Next, Dr. George Jenkins spoke about evolution. Each student will evolve in the process of getting an education. His speech encouraged me not to give up during the tough courses. Dr. Jenkins explained how evolving will teach you how to play your cards. He pointed out that when you know how to play your cards right, you’ll find different ways to succeed.
Lastly, Dr. Rameck Hunt spoke. The moral of his time on stage was to ELIMINATE ALL EXCUSES. Excuses are road blocks, that a person puts in his or her own way to cause a distraction in the road to success. This poem helps eliminates excuses:
“Excuses are tools of the incompetent
which create monuments
of nothingness.
Those who specialize in them
are seldom good in anything…. “
-Author Unknown-
Overall, the three doctors was a unique success story. Hearing a story about three men whom hail from a low-income, high crime rate area and still be successful together sparks hope in myself.
The Key Communicator 