Crisis Response Strategies: Analysing the Actions and Inactions of Wells Fargo and Samsung in 2016 from Theoretical Lens
Brandford Shadrach Adams
Department of General Studies
Federal Polytechnic Bali
Email: shadrachb.adams@yahoo.co.uk
ABSTRACT: Managing crisis when the reputation of a brand is at stake is one of the most complex public relations task organizations must tackle as response strategies deployed may either salvage or further aggravate the situation. This study analyse crisis response strategies deployed by international business giants; Wells Fargo and Samsung in the fallout of the 2016 crises that threatened their brand reputation especially in this era of information and communication technology where the new media has made information about brand’s product and services at customers’ fingertip .It also attempt to explain the basis of the crisis and the actions/inactions of the two brands from theoretical lens. The study concludes with lessons that can be drawn from the responses of the two international brands.
Key Words: Reputation, Crisis, Brands, Strategies, Response, Theoretical lens
