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Netflix’ stock price, brand value and customer goodwill all seem to be tanking after the announced split of its video streaming and mail-order DVD businesses. Not only are most vocal customers unhappy with the changes, but Netflix communicated change poorly twice and made customers feel like they weren’t the top priority, which is unusual.
Separating DVD rentals will no doubt simplify that eventual transition, but many current customers don’t seem to care. Instead, they’re creating new headaches for Netflix and Qwickster, which seems a name better suited for a chocolate milk enthusiast site than a DVD-by-mail service.
How did it all go wrong? What is the fallout for the company’s PR, social media, and branding efforts? And what could have they done differently? Tune in to hear a conversation between Sterling Communications VP Kevin Pedraja and creative director Kawika Holbrook in the latest podcast episode of Sound Off.
(Note: At one point during the podcast, Netflix founder Reed Hastings is referred to as Reid Hoffman, the founder of LinkedIn. Sterling regrets the error.)
Kawika Holbrook is creative director at Sterling Communications. Follow him on Twitter @kawika or email him at firstname.lastname@example.org.
About Our Fine Weblog
Welcome to Gearheads, the mostly official blog of Sterling Communications. Here, our best looking employees write about the influence of public relations on social media, web design, marketing strategy, and more. No hype allowed.
Topics of InterestAmazon apple attensity black Friday brand branding CES crisis communications Cyber Monday digital media Facebook Google+ Hemingway journalism LinkedIn marketing media media relations Microsoft Netflix pitching PR PR agencies press releases PR firms public relations rebranding reputation Search Engine Optimization Seattle SEO Small Business Saturday social media social media analytics solar Sterling Communications steve jobs Super Bowl technology trade show Twitter Web 2.0 web design writing YouTube
Sterling Tweets@sterlingpr: RT @DrRyo: Vibrating shoes use #GPS technology to direct #blind travelers http://t.co/8HWkANiYZz 8 hours@sterlingpr: .@larrymagid, from the same poll, 12% of teens don’t know whether their tweets are public or private. 1 day@sterlingpr: Big line forming for @MicroStrategy CEO Michael Saylor’s book signing! #ctia13 #MobileWave http://t.co/aE7w7k9Pk4 1 day@sterlingpr: Jim Donald, former Starbucks CEO, at #MedalliaBPF: Rocket science, brain surgery, nuclear physics—none as tough as dealing with people. 5 days
Our most prized awards are recommendations from clients, but these are nice too:
- PR SourceCode surveys IT journalists each year to discover the most respected public relations agencies and corporate communication departments. Sterling ranked second in the top 10 PR agencies
- PR News named Sterling Communications one of their ‘Top Place to Work in PR’
- The Business Journal named Sterling Communications one of the “Top 50 largest woman-owned businesses” in Silicon Valley
- The Stevie Awards, dedicated to woman in business, named Sterling Communications’s CEO Marianne O’Connor a finalist for the best entrepreneur in advertising, marketing and public relations
- Sterling Communications has won two SABRE awards for consumer PR campaigns, a Silver Award for the DoveBid campaign and a Certificate of Excellence for a NETGEAR campaign
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