On the heels of its $200 million investment in BuzzFeed, Disney is now looking to increase its efforts to make the media more transparent.
According to Recode, Disney purchased a $200,000 digital PR agency that specializes in helping journalists cover their news.
The new agency will work with Disney’s global media partners, and it will also help Disney build relationships with media outlets around the world, including CNN, The New York Times, ABC News, and CBS News.
The move comes as Disney tries to build a stronger brand for its theme parks, and the move to hire a public relations firm will help it accomplish that goal.
The acquisition of the public PR firm comes on the heels a number of recent announcements from Disney, including the hiring of former ABC News reporter James Rosen to become Disney’s first national public relations director.
Disney has also hired former Fox News reporter Benjy Sarlin as the company’s new senior vice president of public relations.