Netflix

-Goal-

Why?

Clear, concise, consistent communication of Co strategy

Resulting in Effective Communication of Consumer Value Proposition

Cos focus on Core Business of Streamed Movies/Entertainment

Operation of DVD business as supplemental to above, necessitating
price rationalization and- relaunch of DVD business as Qwikster

Netflix

-Tools-

What?

For Effective Crisis Management Strategy

Press Release / Co Statement via Electronic Media / Print Media
Widespread use of Social Media to broadcast new Co position to
general public, interested and affected persons
Relationship Advisory to current Consumers

Netflix

-Plan-

How?

For Politically-Correct communication of Co repositioning

Resulting in Effective Damage Control

Engaging with Opinion Makers such as HuffPosts Jason Gilbert,

Northwesterns Prof Daniel Diermeier, Levicks Richard Levick etc

Netflix
For
, Proactive Co strategy

For immediate release

Timed to reduce fallout

-Time-

When?