Samsung crisis violates the PR rulebook

The first rule in a corporate crisis is to staunch the bleeding. However, PR experts say, Samsung Electronics bungled in not just misdiagnosing the fault afflicting its top-end phones but appearing uncommunicative with an aloof bedside manner.

As a result, the South Korean company has its work cut out as it embarks on a vast and costly exercise to win back trust and prove that it is still a byword for quality at a time when its rivals are going full tilt in the smartphone wars.