The Disney PR police
There’s more than one way we could call out Disney and it’s über-controlling qualities.
When it comes to PR though, they might want to consider either preparing spokespeople a bit better or loosening the Mickey hat a notch so that spokespeople don’t fear PR wrath should they slip-up during an interview.
Some reporters choose to start an article by setting the scene. This is often referred to as an environmental lede. It’s pretty effective to set tone and mood for an article, but when it starts to creep in elsewhere in an article, but not in the beginning, it’s a red flag that something odd happened during the interview.
Check this out from a feature in Sunday’s New York Times:
He seemed almost dumbstruck by the question. He sat mute for a moment then turned to two attentive publicists sitting close by, searching their faces for an answer.
“I don’t know what to say,” he uttered, sounding mildly annoyed. “I don’t think like that. I trust in my instincts. I’m a product of what this company has created. I do what I do because of Walt Disney. Goofy. Mickey Mouse. I never forgot how their films entertained me. I also love my toys. My Hot Wheels, my G.I. Joes.”
And then it happened again…
Mr. Sanders resisted the suggestions, Mr. Lasseter said. So in January he was replaced by another director.
Asked about the episode, Mr. Lasseter abruptly interrupted an interview to confer with publicists, asking “What can I say here?”
After a brief discussion Mr. Lasseter explained that Pixar often added or replaced a director if a film needed help. “Chris Sanders is extremely talented, but he couldn’t take it to the place it had to be,” he said carefully.
Are you kidding? Is this like a life line on “Who Wants to Be a Millionaire?”
If you’re asked a question from an NYT reporter, you answer it. You don’t get the chance to confer and respond. That is unless you’re Disney.
When media training spokespeople we’ve always briefed them on the top messaging points, explained the reporter’s background and biased interests (as best we could), drew the boundaries of what can be said and what can’t (and then what to say if the reporter does ask about one of these areas) and then sent them on their way through the interview gauntlet. Stop or stutter on anything we taught, and well, it’s a gauntlet right?
Notice how the PR people were referred to as “publicists” and not public relations professionals. What transpired during that interview probably shouldn’t have – at least it shouldn’t have ever made it into the story.
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