7-Crisis Plan

1 Running head: CRISIS COMMUNICATION PLAN

Crisis Communication Plan

2 Running head: CRISIS COMMUNICATION PLAN

Introduction

Samsung Electronics is one of the biggest producers of electronic devices in the world

today. It is especially renowned for its production of high end smartphones that are among the

best products on the planet. The reputation of the company and its track record of quality means

that there is a very high measuring bar placed on it as well as its products. However, in the event

that there is an issue with any of its products the company has to have a sound crisis

communications plan to ensure that the issue is handled as fast as possible.

Purpose, goal and scope

The plan covers any operational issues with the high end line of phones and tablets

produced by the company. These are mainly the Galaxy line and the S-Series products. These are

high end market products and are usually flagship products launched each year. Elements

covered include their performance on release and consumer feedback on their experience after

using these products. Their feedback has to be collected and evaluated to ensure that the

company is able to meet the expected quality requirements while at the same time offering

products that people actually enjoy using.

Assumptions

It is assumed at any crisis with Samsung products will get mainstream coverage. This is

due to the profile of the company as a market leader. This mainstream news coverage can serve

to tarnish the reputation of the company and its products. It is also assumed at consumer

feedback will be easy to collect on social media as well as message boards that the company sets

up. This is due to the large number of people using Samsung products and general mainstream

interest in new product offerings from the company.

3 Running head: CRISIS COMMUNICATION PLAN

Expected audiences

The internal audience includes the company executives and the engineering team as well

as various departments such as customer relations. The executives are in charge of corporate

level decision making. The engineering team is in charge of design of the products and quality

management. The external audience includes the media and the consumers of Samsung products.

The media can be used as a conduit to reach out to consumers and the general public (Coombs,

2015). However, this is not enough. The company must also be able to reach out to the

consumers in a more personalized manner such as through the official Samsung social media

pages.

Communication strategy

The internal communication will be achieved through internal memos. These memos will

include details on the crisis as well as its effects both materialized and projected. The memos to

the various internal audiences will also include suggestions on how to handle the crisis and

prompt them for feedback. The communication to the external audiences will include an official

press release to the members of the press and social media posts to the general public. The

official press release will recap the crisis and what the company is doing to make corrections.

The social media posts will reassure the consumers of the commitment of the company and also

notify them of the efforts being undertaken by the company.

The internal communication will avoid any elements of blame game. Instead there will be

a focus on the problem at hand and the strategies that will be used to resolve it. The memos will

be worded in such a manner that they do not tend to blame any department for the crisis. The

4 Running head: CRISIS COMMUNICATION PLAN

main objective will be to resolve the crisis first. After it is resolved then an audit can be

undertaken in order to pin point the cause of the crisis.

The external communication will also focus on the facts of the matter and not blame. The

idea is to come off as formal as possible. This will help to inspire public confidence in the ability

of the company to resolve the crisis (Zaremba, 2015). The company has to come off as a united

front working to resolve the problem. This is as opposed to a divided company where certain

departments are being held responsible for the crisis.

Task assignments

The official communications director will be responsible for communicating with the

media and the public. This official along with their team will draft the official press statement as

well as social media posts. They will be charged with keeping the public updated on the progress

that is being made. There are also internal communications liaisons who will be responsible for

the passing of information among the concerned departments. They will ensure that the executive

management, for example, is able to communicate with the engineering department through clear

and objective memos that contain straight directives.

Resource management details

The resource management team will be tasked with deciding elements of resource

allocation throughout the length of the crisis. This department will liaise with the executive

management to ensure that the necessary resources are available and that they are being used as

is necessary. Each department that receives additional resources will have to give a report on

how these resources were used.

5 Running head: CRISIS COMMUNICATION PLAN

Planned scripts

Task Description

Gather data on the crisis Involves collecting data in order to fully

understand the crisis

Present findings to the management This is meant to ensure that management

gives a way forward on how to handle the

crisis

Draft communications memo to the

engineering department and other relevant

departments

These memos include directives from top

management on how to handle the crisis

Draft and release official press statement Communication with the media in order to

inform the public that the company is aware

of the crisis and is working to resolve it

Social media statement Direct communication to the consumers and

assures them of the company’s resolve.

6 Running head: CRISIS COMMUNICATION PLAN

References

Coombs, W. T. (2015). Ongoing Crisis Communication: Planning, Managing, and Responding.

SAGE Publications.

Zaremba, A. J. (2015). Crisis Communication: Theory and Practice. M.E. Sharpe.