It seems like everywhere we look these days, a company is in the midst of a crisis. And while having a crisis is not the end of the world for a company or brand, the way it is handled can be.
Netflix is a prime example of a company that didn’t learn the 1,2,3’s of crisis communication. As we all have heard by now, the company sent out an email this past summer stating the new terms of its DVD rental service. It was going to be split into two separate plans, which in turn would raise prices. Of course, customers were not happy, so Netflix CEO Reed Hastings sent out an email a few months later to apologize, after a great number of customers dropped the company. One reason why customers got so upset was that they did not understand why this was happening and, surprise, they didn’t like what was happening. We have to wonder, why did it take months for Netflix to apologize? Read more →