Importance of Communication in Samsung Note 7 Case

This presentation discusses the importance of communication in the Samsung Note 7 case, where the phone developed issues like overheating and exploding. It explores the strategies used by Samsung to communicate with stakeholders, including the use of public relations and earned media software, and the identification of reputational issues. The presentation also highlights the barriers to communication, such as negative media coverage and critical audiences, and provides recommendations for improvement.

IMPORTANCE OF
COMMUNICATION
SAMSUNG NOTE 7 CASE

Background on the Company
 Samsung is a mobile phone company
based in South Korea and doing
business in all over the world.
 It had launched its two flagship
phones in 2016 in the UK namely
Galaxy S7 and Note 7.
 Note 7 however developed issues like
over heating and exploding.

Strategies to communicate with
stakeholders
 The company used public relations and earned media
software namely Cision so that Samsung gets
empowered to identify influencers craft and
distribute meaningful stories.
 The company communicated about its product
through the most popular publications as this
ensured highest reach of the target audience
especially millennials.

Strategies to communicate with
stakeholders
 The company enhanced the organic
coverage of its campaign to discuss the
product’s Lifecyle following their initial
launch
 Samsung used the similar method of
analyzing the competitor previously
used by Apple Inc.
 It aimed to avoid using automation but
used the human analysts in the survey
and communicate.

Strategies to communicate with
stakeholders
 The company used the
open-ended tracking
 It identified reputational
issues in the company and
its PR agencies to mitigate
the negative coverage of
the Note 7

Receivers in the communication:
 Chief customers base includes millennials as
they are the important demographic for this
company.
 Eminent publications and newspapers like
The Guardian and BBC Online

Appropriate channels of
communication
 The company used media coverage to
communicate their message effectively.
 It also used various famous faces such as
Magician Dynamo and comedian Jack
Whitehall around the world to communicate
to the stakeholders.

Barriers to communication
 The main barriers of communication includes the
incapability of Spokesperson to convey message of
the company to the stakeholders.
 Negative media coverage, critical audience
especially the millennials and cross-cultural
organizational behaviors (Poldma 2016).
 The head management was reluctant to make public
comments on crisis matter.

Conclusions & Recommendations
 Samsung needs to include the
duty of CEO of Samsung to
communicate important
messages on behalf of the
company every time
 The company may use push
messages to communicate
directly to the users as they
send system upgrade message
(Scandelius and Cohen 2016).

References:
 Poldma, T., 2016. Communication and stakeholders. In Retail
Design (pp. 161-181). Routledge
 Scandelius, C. and Cohen, G., 2016. Achieving collaboration with
diverse stakeholders—The role of strategic ambiguity in CSR
communication. Journal of Business Research, 69(9), pp.3487-3499.