Posts from May 2012

CommPro.Biz excerpted The Power of Communication, focusing on last summer’s Netflix fiasco

Posted on Tuesday May 22, 2012 in | 423 Comment(s) excerpted the Power of Communication, focusing on the need to take audiences seriously:

Will We See a Netflix Summer Sequel? How Brands Can Rebuild Trust and Inspire Loyalty

Posted on May 21, 2012 in Crisis Communications, Public Relations

By Helio Fred Garcia, Author, The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively

Let’s hope Netflix doesn’t see a summer sequel this year. While it was easy to critique the company during its Qwikster fiasco a year ago, it’s looking like a third of its new customers are actually returning customers who were angered and disgusted.

Forgive and forget? Maybe for Netflix’ subscribers—but its shareholders aren’t yet hopping on the bandwagon, according to Daily Finance and other media sources. There’s a reason for that—and a lesson for all other companies.

Let’s dig into it here:

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Excerpt in

Posted on Tuesday May 8, 2012 in | 1 Comment(s)

FastCompany excerpted Chapter 9 of the book: Audiences: Attention, Retention, and How Hearts and Minds are Won:

Expert Perspective
Hijacking Emotion Is The Key To Engaging Your Audience
BY Helio Fred Garcia | 05-08-2012 | 9:45 AM
This article is written by a member of our expert contributor community.

The default to emotion is part of the human condition.

To better appreciate the role of emotion and what it allows an audience to do, we need to take a brief detour into evolutionary biology. The human brain can be understood as three separate brains working in tandem, if not completely integrated with each other.

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