Abstract

Today’s business environment is much more complicated than ever before, and only the companies with the capability to make quick responses to all kinds of sudden crises could survive. Therefore, managing enterprise crisis in an appropriate and responsible manner has appeared increasingly crucial. This study aims to identify appropriate PR strategies for corporations in crisis situation, with special focus on the Samsung explosion incident in Chinese market. And the finding shows that the “double standard” strategies in China was a fatal mistake committed by Samsung in its crisis management and close cooperation with influential social media constitutes a significant factor in handling crisis. It is expected that the results of this research can help companies deal with crisis effectively.

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