Hard to find a better example of how NOT to communicate with your customers and the public than Netflix in its recent debacle. Besides the fact the company announced a split in services between streaming and DVD’s doubling the price or so it seems, they instantly confused and angered current and prospective customers. Then they re-named the DVD services calling it Qwikster which is a terrible name and as of this writing has no website. They lost 1-million customers almost overnight. Plus they have to wrangle the Twitter name away from someone you really don’t want to be confused with. some call it the worst product launch since New Coke. Then the CEO Reed Hastings apologized in emails to customers and in a YouTube video, which was so poorly executed, the hundreds of parodies of the apology out there now, make it almost impossible to find the real apology! Need I go on? Reviews of the PR disaster are rampant. Look it doesn’t take a genius to figure out you should get your business model figured out before you hang the laundry out in public. Get your message clear in house before you take it public. And if something goes wrong, don’t make the same mistake twice in your apology. Stop and think before you communicate, then do it clearly.