Evaluating Samsung's crisis response, 74 percent of respondents said Samsung failed to manage early information and thereby was unable to stay ahead of the crisis. Seventy percent of communicators said Samsung failed to provide relevant information on the crisis and did not provide information that would help the public understand the crisis. One crisis communicator said a takeaway lesson should be, "Be brave from the beginning – deal with the truth, take bold actions, accept the reality publicly."
Seventy-eight percent of global crisis communication leaders expect Samsung's business to be strongly affected by the crisis. "Samsung needed to be more sympathetic to those impacted by these incidents, and proactive in its response and communications," said Jeff Lambert, president of Lambert, Edwards & Associates and a member of the PROI Worldwide Crisis Communications Monitor.
The crisis was exacerbated because it was perceived that Samsung caused it and bears sole responsibility for the crisis and its outcome. "Samsung underestimated the danger involved, especially as it relates to its mobile devices on airplanes," said a Georgia-based expert.
Nearly two-thirds (61 percent) of global crisis experts disagreed with the statement, "Samsung took responsibility as appropriate." The drip, drip, drip nature of the response allowed the crisis to grow, according to these experts.
"When every time you board a plane, a flight attendant announces that your brand has been banned from flights by a federal regulatory body, you know that your company is in crisis," said Bryan H. Reber, Ph.D., C. Richard Yarbrough Professor in Crisis Communication Leadership at the University of Georgia and coordinator of the survey.
The Crisis Communication Monitor uncovered 10 insights or lessons learned from these global experts:
- "Corporate culture impacts the ability to identify pending crises in a timely fashion." (Expert from Italy)
- "Get all the bad news out at once… don't have a slow trickle." (Expert from Canada)
- "Use in-country spokespeople to convey concern and empathy and add a human touch." (Expert from the United Kingdom)
- "When in doubt, recall/withdraw the product and test, test, test until you find the solution." (Expert from Australia)
- "Provide more information and deliver it quickly, even if it's negative. Rip the bandage off and heal sooner." (Expert from Missouri)
- "Samsung needed to be more sympathetic to those impacted by these incidents, and proactive in its response and communications." (Expert from Michigan)
- "Express safety and customer satisfaction over regulatory protocols as the reason for action." (Expert from New York)
- Don't underestimate the problem. "Samsung underestimated the danger involved, especially as it relates to mobile devices on airplanes." (Expert in Georgia)
- "Acting promptly and taking responsibility for an issue can help protect a reputation." (Expert from the United Kingdom)
- "Preparation is key to successful crisis communication." (Expert from Germany)
The University of Georgia/PROI Worldwide Crisis Communication Monitor is a collaborative project of the University of Georgia Crisis Communication Coalition and PROI Worldwide, the world's largest partnership of independent integrated communications agencies with more than 120 offices. The Monitor examines global crisis communication incidents to provide insights to consumers and illustrate best and worst practices for crisis communicators.
The Crisis Communication Coalition is a project of the C. Richard Yarbrough Professorship in Crisis Communication Leadership at the Henry W. Grady College of Journalism and Mass Communication. To learn more about the Crisis Communication Coalition and the Crisis Communication Monitor go to: crisiscommunication.uga.edu
PROI Worldwide is the longest-running global partnership of independent public relations agencies. Since its inception in 1970, PROI Worldwide has grown to encompass 75+ partner agencies with 5,000+ PR professionals across five continents, 50 countries and more than 100 cities.
About Lambert, Edwards & Associates
LE&A (www.lambert-edwards.com) is a top-10 Midwest-based PR firm and a top-15 investor relations firm nationally with clients based in 20 states and six countries. As Michigan's largest PR firm – and a national leader in the automotive market – LE&A serves middle-market companies and national brands across a wide array of industries and is the state's largest public affairs firm. LE&A has posted 17 years of growth, been named PR Week and PRNews Small Firm of the Year, honored as an Edward Lowe "Michigan 50 Companies to Watch," and earned Crain's "Michigan's Healthiest Employers" and "Coolest Places to Work" awards. LE&A is also a global partner in PROI Worldwide, the largest partnership of independent PR firms in the world spanning 120 cities on five continents. Follow us on Facebook or Twitter @LambertEdwards.
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SOURCE Lambert, Edwards & Associates