The Korea Times close
National
  • Politics
  • Diplomacy
  • Defense
  • Labor & Environment
  • Law & Crime
  • Health & Welfare
  • Embassy
  • Seoul & Provinces
  • Education
  • Foreign Communities
  • Obituaries
  • Multicultural Youth Award
Biz & Tech
  • Auto
  • IT
  • Game
  • Manufacturing
  • Retail & Food
  • Energy
  • Construction
  • Airlines
Finance
  • Policies
  • Economy
  • Markets
  • Banks
  • Non-banks
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
Lifestyle
  • Arts
  • Books
  • Travel & Cuisine
  • Trend
  • Fashion
  • Around Town
  • Fortune Telling
  • Translation Award
Entertainment
  • K-pop
  • K-dramas & Shows
  • Movies
  • Music
  • Performances
  • Asia Model Festival
Sports
  • Football
  • Golf
  • Baseball
  • Other Sports
World
  • Asia Pacific
  • Americas
  • Europe & Africa
  • SCMP
Video
  • On the Spot
  • Feature
  • News
Photos
  • Photo News
  • Darkroom
Community
  • The Korea Times
  • all menu
  • search
  • facebookfacebook
  • twittertwitter
  • youtubeyoutube
  • Site Map
  • E-paper
  • Subscribe
  • Register
  • LogIn
search close
  • The Korea Times
  • all menu
  • search
  • facebookfacebook
  • twittertwitter
  • youtubeyoutube
  • Site Map
  • E-paper
  • Subscribe
  • Register
  • LogIn
search close
Biz & Tech
  • Auto
  • IT
  • Game
  • Manufacturing
  • Retail & Food
  • Energy
  • Construction
  • Airlines
Sun, December 8, 2019 | 19:54
Manufacturing
New Tools Emerging in Corporate Crisis Management
Posted : 2008-04-18 17:12
Updated : 2008-04-18 17:12
Mail
Print Preview
Font Size Up
Font Size Down
By Jane Han
Staff Reporter

When the head of Samsung's strategic planning office came out apologizing Thursday, immediately after Chairman Lee Kun-hee was charged with tax evasion, it signaled the start of the conglomerate's elaborate crisis management scheme.

``Public apology is the first and one of the most important steps in managing a corporate crisis,'' said Lee Joong-dae, a Seoul-based consultant specializing in crisis management at Edelman, a global public relations firm. ``Once bad news breaks, companies must get on the case right away because the first few days and weeks are crucial to saving its image.''

A major concern circling the months-long investigation of Samsung into its illegalities was the heavy scar the case would leave on the global group's reputation, which directly impacts investments and sales.

``Samsung has its work cut out for it both inside and outside the company,'' said Lee, explaining that organizations usually tend to pay attention only to how people see them from the outside, but employee sentiment is equally important. ``Simply donating money to charity won't be enough this time.''

South Korean conglomerates, such as Samsung and Hyundai, have most commonly resorted to charitable donations as a gesture of apology amid scandals.

``The public wants to witness a real change,'' said Chung Yong-min, vice president of Communications Korea, a local PR consulting firm, which is one of the biggest providers of crisis management services to domestic and multinational clients.

He stressed that a company should deal with a given situation based on its longstanding mantra ``because that's what the audience knows them as.''

``Take Nongshim, for example,'' said Chung, ``it's motto is `a company you can trust,' but the recent rat-in-the-snack case and the manufacturer's initial handling of it didn't match its mantra.''

He exemplified Johnson & Johnson's ``Tylenol scare'' in the U.S. as one of the most successful crisis management cases.

When numerous bottles of its extra-strength capsules were infected with cyanide, the company quickly recalled more than 31 million bottles at a cost of more than $100 million.

With its effective public relations strategy, Johnson & Johnson is known to have won more trust from consumers after the ordeal than before, said Chung.

``What do people know Samsung as? What does the public want from them?'' he said. ``That's what decision-makers should find out through thorough opinion gathering.''

According to comments made Thursday by Lee Soon-dong, president of the Strategic Planning Office, that's what Samsung is set to do this weekend. However, the country's largest corporation has yet to disclose further details of its reform plans.

PR experts say although Samsung is faced with a tough matter, it has one of the best crisis management techniques.

``Managing a crisis also follows a trend, though, so companies should consider what works and what no longer does,'' said Lee, adding that the latest methods involve communicating via video, such as on YouTube.

jhan@koreatimes.co.kr








 
 
  • numberSeoul's changing face: A glimpse of the 1920-30s city
  • numberWartime documents show Japan's role in recruiting comfort women: Kyodo
  • numberIndian woman who alleged gang-rape dies after burn attack
  • numberMoon, Trump agree on need to maintain dialogue momentum over North Korea
  • numberKorean tourist injured in unprovoked knife attack in Thailand
  • numberPet-caused fires on rise in Seoul: data
  • numberFirms withdraw from China on worsening business conditions
  • numberSwine fever-infected wild boars on steady rise in Korea
  • numberSlain Maltese reporter lived in fear, family says
  • numberPearl Harbor attack brings war to Korea
  • Korean pop culture producers eyeing Southeast Asia Korean pop culture producers eyeing Southeast Asia
  • Singer Kim Gun-mo embroiled in sexual assault scandal Singer Kim Gun-mo embroiled in sexual assault scandal
  • Red-hot 'Frozen 2' melts records in Korea Red-hot 'Frozen 2' melts records in Korea
  • Actor Lee Si-eon turns to serious character in thriller film 'Killed My Wife' Actor Lee Si-eon turns to serious character in thriller film 'Killed My Wife'
  • BTS' 'Boy with Luv' most-viewed YouTube music video in Korea in 2019 BTS' 'Boy with Luv' most-viewed YouTube music video in Korea in 2019
DARKROOM
  • Global climate change: time is running out

    Global climate change: time is running out

  • CA cave fire burns more than 4,300 acres

    CA cave fire burns more than 4,300 acres

  • No money, no hope: South Korea's 'Dirt Spoons'

    No money, no hope: South Korea's 'Dirt Spoons'

  • Hong Kong democrats score historic victory

    Hong Kong democrats score historic victory

  • Halloween

    Halloween

  • About Korea Times
  • CEO Message
  • Times History
  • Content Sales
  • Media Kit
  • Contact Us
  • Location
  • Privacy Statement
  • Terms of Service
  • Mobile Service
  • RSS Service
  • Ombudsman
  • hankookilbo
  • Dongwha Group
  • Code of Ethics
Copyright