LOS GATOS, CA: Lynn Brinton has joined Netflix as the internet company's director of corporate communications.
Brinton said the position is new for the DVD-rental company, which is "growing its communications capabilities as the company grows."
"PR has always played a role at Netflix," said Brinton, who previously worked at Fleishman-Hillard in San Francisco as an SVP and partner. "PR continues to be a major part of our subscriber-acquisition strategy."
Despite DVD players being one of the hottest hi-tech consumer products on the market, penetration into the mass consumer market is not so saturated yet that Netflix can rely on advertising to attract new subscribers.
"Until mass media is more efficient, we will continue to use PR," said Brinton.
Brinton wants to continue to introduce the company to new audiences.
But where Netflix is known, Brinton will instead focus on the company's many assets, such as its expansive library of titles. Brinton also intends to promote Netflix to the business media as a rare example of an internet success story.