Spinning a pr crisis

Via marketoonist.com   Article

“The Samsung Galaxy Note 7 debacle is a master class in how not to handle a crisis. Much will be investigated in the months ahead. But what I find particularly interesting is how Samsung communicated what was happening at each stage of the crisis.

This weekend, the US DOT banned the Galaxy Note 7 on all US flights, categorizing the phones as ‘forbidden hazardous material.’ It doesn’t get much clearer than that. Yet, just a few days earlier, Samsung portrayed the situation as ‘temporarily adjusting the production schedule to ensure quality and safety matters.’

The gap between ‘forbidden hazardous material’ and ‘temporarily adjusting the production schedule’ is a massive chasm. A few weeks earlier, Samsung similarly described a ‘global product recall’ as an ‘exchange program.’

Many companies treat crisis management as crisis minimization. Their approach is to make the problem seem as small as possible in hopes that it will all go away quicker.”


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