Date of Award

August 2020

Degree Type


Degree Name

Master of Science (MS)


Public Relations


Hua Jiang

Subject Categories

Social and Behavioral Sciences


Studies in public relations have revealed the importance of crisis communication in corporate image/reputation management. Public relations researchers and practitioners have also suggested the best practice of using both traditional channels such as press conferences, and social media platforms to respond to different crises. This thesis first reviews theories of crisis stage, crisis situation, crisis response as well as image repair and then integrates these theories in analyzing Samsung’s reaction to Galaxy Note 7 crisis. To conduct a throughout evaluation of the company’s performance, this study analyzes Samsung’s press resources, the company’s social media posts, and online customer reviews posted on its social media home page. The findings of this study show that, although the strategies Samsung selected matched with its crisis situation, the company made some mistakes when applying the strategies.


Open Access



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