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image of The role of public speaking at The Walt Disney Company: An application of Diffusion of Innovations

Abstract

Drawing on the principles of Diffusion of Innovations, this article examines Disney’s emphasis on public speaking through its various television programmes, during training sessions for employees and even at its theme parks. Introduced by Everett Rogers, Diffusion of Innovations postulates that an innovation is initiated within a specific group of people. Then, it is diffused via specific channels across the larger cultural context. Stressing the importance of public speaking for Disney’s employees can be an innovation that matches Disney’s pre-existing system, which would require fewer changes and would be easy to adopt. Taken as a whole, what this conceptual and theoretical analysis demonstrates is that public speaking has emerged as a vital skill within The Walt Disney Company due to the innovative nature of its organizational environment, which emphasizes storytelling, transformation and global collaboration. At its core, Disney is a brand built on the power of stories that connect with audiences across cultural and generational boundaries. This narrative-driven focus extends beyond its films and theme parks to its internal and external operations, where public speaking plays a critical role in shaping the company’s image, inspiring employees and fostering meaningful stakeholder engagement.

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2025-12-29
2026-04-16

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/content/journals/10.1386/ijds_00022_1
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  • Article Type: Article
Keywords: verbal communication ; communication skills ; brand management ; storytelling ; cast members ; interpersonal networks ; employee training ; Disney University

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