So Netflix has gone back on its recent decision to split its mail order DVD and Internet-streaming services. Its management has finally offered some conciliatory comments. The lesson is that overloading change during tough times is risky. PR advice is often to rip off the bandage and have changes announced quickly. For Netflix consumers, a substantial price increase and a change in the business model were bound to aggravate. The CEO has said they moved too fast, thereby unintentionally disparaging his slowpoke customers. The lesson instead should be that difficult news is sometimes best served in smaller digestible portions.
The PR Verdict: D Minus Ouch. This has been painful for all concerned and will be a case study at business school. While you may know what is best, please break it to me gently. Click THIS for more info.