Waiting for the punch(line): the circuit of culture and internal public relations at Netflix

• Published in: Corporate communications 2024-04, Vol.29 (3), p.312-328
• Main Authors: Kazmi, Saima, Heisten, Mark, St John III, Burton
• Format: Article
• Language: English
• Subjects: Business communications; Chappelle, Dave; Circuit design; Corporate culture; Employees; Inclusion; Information communication; Information sharing; Internal public relations; Multiculturalism & pluralism; Organizational aspects; Permeability; Public relations; Social networks; Success; Transgender persons
• ISSN: 1356-3289; 1758-6046
• DOI: 10.1108/CCIJ-05-2023-0078

PurposeThis study is concerned with the dynamics of the internal communications at Netflix following the release of The Closer and the public debate that followed, testing Netflix's long-standing reputation for promoting diverse content and supporting a progressive organizational culture.Design/methodology/approachUsing the circuit of culture (CoC) as a theoretical framework, this study applies a case study approach to analyze internal communication and strategic public relations in addressing this crisis.FindingsThis study's findings illustrate that by failing to interpret two of the five moments of the CoC, production and identity, Netflix negated the very values that constitute its brand. These findings have implications for how public relations' long-standing focus on two-way symmetrical communication is problematic, especially in the workplace.Originality/valueThe findings situate how the exertion of power within an organization, particularly in moments of identity and production, problematize the role of two-way symmetrical communication within an organization in crisis.