PR Campaign Proposal - Final Project
FOR IMMEDIATE RELEASE
For More Information,
Elyanna Bell, Southeastern Louisiana University
504-330-3508 elyanna.bell@selu.edu
PR CAMPAIGN PROPOSAL
Understanding
On February 2, 2023, Netflix released a statement on password sharing, which backfired and gave a bad name to Netflix’s brand. Netflix launched new guidelines when it comes to password sharing on their website. This backfired fairly quickly, and millions of people cancelled their subscriptions, showing evidence when Netflix said password sharing was okay. I chose this case because it's the perfect example of bad PR, misleading advertisements, going back on their word, etc. This completely backfired in Netflix face and led them to release a statement saying “It was a mistake.” Which led to a big issue towards the consumers, and I would like to get Netflix back into consumer's good graces and for them to be able to trust Netflix again.
Proposed Solution
For this crisis, I propose to have a personal connection with the consumers and get things back on track. The things that will be brought to your attention are new ways to make sure that consumers are heard, and their user ship remains top priority. Additionally, it’s crucial to go to the media to let them release statements regarding this. Users are the reason Netflix started, and it should be the reason they lean back on the community and make sure no more misconceptions were formed.
Strategies and Tactics
There are three strategies that can be used to rebuild public trust, which are adding a new tab on the app to let people give their opinion and say what needs to change or stay. Do not remove the new password sharing but ensure that it is for safety measures if someone logs into your account that has never done so before. Lastly, let journalists release articles about Netflix’s progress with the crisis and how they’re improving it with consumers in mind.
Timeline
March 2023 Adding a new tab for users | March 2023 CEO goes into interviews | April 2023 The Community engages in a workshop day at headquarters | May 2023 New usage for the consumers | June 2023 CEO goes into interviews and ensures It's for safety measures | June 2023 PR team writes a new statement regarding this | July 2023 Netflix gets back on track |
Communication channels
Interviews-The interviews will consist primarily of questions for the new CEO, name, regarding why the statement was released and the purpose of releasing it out of the blue. Additionally, the interview will touch on topics such as Netflix’s background, password sharing. The CEO will do two interviews and this will be a variety of topics regarding everything and will show how the CEO engages with the app's choices and decisions.
Community Engagement-This is the most important channel that needs to be in tune with consumers. The Engagement that can be used here is a workshop day at headquarters. This would be an event that allows consumers to visit headquarters and learn more about the Netflix and help those who are interested in creating one. This will show that they care about the community and want to give back after everything they’ve received. The community is the most critical source because Netflix single-handedly shut down the renting/buying movies businesses and created a new avenue for other companies. It would be up to 200 people attending the event as it’ll be exclusive. This event will show how Netflix cares and how they approach this crisis, and it will be beneficial.
Press Conference-This will be an opportunity for reporters to ask questions concerning the app, how’s everything going, and anything else they deem significant. It can also be a great way for reporters to write stories on the progress of the app and how it’ll be changing for the future and better.
Budget Estimates
One press conference Estimate $2,500 | App Update Estimate $20,000 | App Maintenance Estimate $1,000 | Two Interviews Estimate $144.58 (72.29 per interview | Community Work shop Estimate $80,000 | Total Estimate $103,644.58 |
Presentation Link: https://www.canva.com/design/DAF1me-tPgc/lrTXUbSTRMM4QRvxnHHltw/view?utm_content=DAF1me-tPgc&utm_campaign=designshare&utm_medium=link&utm_source=recording_view
-30-
Comments