Disney down in the dumps

Killer alligator a PR blow

JUNE was supposed to have been a triumphant month for the Walt Disney theme parks, with the flashy opening of a longplanned resort in Shanghai and a new Florida attraction based on its wildly popular animated movie Frozen.

Instead, the company is facing a public relations crisis and the possibility of legal action after an alligator snatched and killed a toddler at Walt Disney World in Orlando, Florida, legal and communications experts said.

“When people think of Disney they think of magic, the unbelievable, and everything is going to be fun. This incident flies in the face of that,” said Sam Singer, a crisis communications manager who represented the San Francisco Zoo after a tiger escaped and killed a teenage boy in 2007.

The alligator tragedy unfolded on Tuesday evening, as many top Disney officials were half way around the globe to launch the Shanghai park that had been in the works for 17 years. The company reaction was swift.

Disney chief executive, Bob Iger, called the boy’s family and offered condolences. George Kalogridis, president of Walt Disney World, flew back to Florida from Shanghai. And a statement of sympathy from him was posted on the official Disney Parks blog.

The boy’s family has not said it will file a suit, saying in a public statement that they were “devastated” and thanked “local authorities and staff who worked tirelessly” after the attack.

But the possibility of a lawsuit makes Disney’s response more complicated, experts said. “The more they say, the more liability they could potentially create for themselves,” Singer said.

“They are low key, contrite and helpful,” Juda Engelmayer, a crisis manager at 5W PR, said of Disney’s response. “That’s all they can do at the moment.”

Disney plans to open its Frozen attraction at Epcot next week as scheduled, a spokeswoman said, though it has cancelled a press event to preview the ride.

Several legal experts differed in their assessments of Disney’s potential legal liability in the attack, but most agreed the company would have a strong impetus to quickly settle any case.

They said one potential problem for the company could be that, despite creating an inviting beach environment with lounge chairs, Disney didn’t post specific warnings about alligators, instead posting “no swimming” signs.

“These people are from Nebraska and I can guarantee never once did they think they were in any type of danger letting their child wade in six inches (15cm) of water,” said Orlando personal injury lawyer, Lou Pendas, who has represented individuals in cases against Disney.

Disney plans to install new signs warning of alligators in the area, a person familiar with the matter said on Thursday.

Pendas said he could only recall one other alligator attack in the 45 years that Disney has been operating in Florida, in the 1980s when an alligator bit an 8-year-old boy.

But, Pendas said, the rarity of such attacks did not relieve Disney of responsibility.

– Reuters