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

This article examines The Walt Disney Company's strategic emphasis on public speaking through the lens of Everett Rogers's Diffusion of Innovations theory, which explains how new ideas spread within social systems over time. Disney integrates public speaking as an innovation compatible with its storytelling-driven culture, embedding it in employee training via Disney University and the Disney Institute, its media content, and interactive experiences at its theme parks. These initiatives collectively foster communication skills among employees ("cast members") and audiences, enhancing brand engagement and facilitating the adoption of innovations across Disney's diverse social system. The analysis highlights how public speaking functions as both a practical skill and a cultural innovation within Disney, while also acknowledging limitations related to accessibility, cultural diversity, and the theory's scope.