Along with revamping its business model in the past year, Blockbuster has also altered its PR strategy.
When Blockbuster enlisted AOR PainePR to help launch its Total Access program in November 2006, the movie-rental chain was arguably in need of a remake.
Once synonymous with home entertainment, the 22-year-old brand was struggling to stay relevant in an era of discount DVD sales, digital downloads, video-on-demand, and - most threatening - movies-by-mail service Netflix.
"There certainly was negative baggage around Blockbuster," acknowledges Karen Raskopf, ...