However, critics have argued that Samsung’s recall fell short of expectations. Some of their public statements will surely feature in case studies on how not to manage a crisis. The key to crisis communication is to tell the truth, tell it first, and tell it all. Crisis preparedness can help institutions anticipate potential issues, build crisis management capacity, prevent crises, and influence the outcome. It is often said that the best way to manage a crisis is not to have one at all.

Source: Daily Nation October 27, 2016 20:07 UTC