CRIS IS CO MMUNICATIO N

O N HO RIZO N ELECTRO NICS

CRISIS
COMMUNICATION
Presented by Suditi Kanwar and Aditya Kochhar
 CONTENTS
OF THE PPT
Topic Content
• Introduction to Horizon
Electronics
• Problem Crisis Definition
• Pre-crisis to Post Crisis
• Stakeholder Definition
• Internal External
Communication
• Media Mapping
• Media Planning and
Management
 INTRODUCTION
Horizon Electronics is a well-known and innovative technology company that has been at
the forefront of the electronics industry for more than two decades. Horizon Electronics
has built a name for itself via the consistent delivery of cutting-edge products that perfectly
mix innovative technology, stylish design, and outstanding user experiences.

Horizon Electronics, founded in 1992, has earned a reputation as a reliable business known
for its uncompromising commitment to quality, dependability, and customer satisfaction.
The brand's large portfolio includes a wide range of consumer electronics, such as
smartphones, tablets, laptops, smart home devices, and audio accessories, all of which are
aimed to improve and simplify people's interactions with technology.

Horizon Electronics is highly committed to sustainable practices and conservation of the

environment in addition to its commitment to technological advancement. The company
aggressively pursues eco-friendly activities in order to reduce its carbon impact throughout
the product's lifetime and contribute to a greener future.
PROBLEM/CRISIS
DEFINITION
• Horizon Electronics has discovered a significant safety issue in
the HorizonPhone X, one of its flagship products. The issue is
caused by a manufacturing defect that causes the device to
overheat, creating a significant fire danger to users. The problem
was discovered in a specific batch of devices made during a
certain time period.

• The identified safety concern puts at risk the well-being and

safety of users. Overheating can cause potential fire hazards,
endangering people, inflicting property damage, and perhaps
leading to legal consequences. Furthermore, the brand's
reputation, customer trust, and market position may suffer as a
result of this safety concern. Immediate action is required to
protect users and prevent additional damage to the brand's
reputation.
 PRE-CRISIS TO
POST-CRISIS
PRE-CRISIS
Horizon Electronics was a well-established and trusted brand
known for producing high-quality electronic devices with a strong
customer base and a positive market reputation.

DURING THE CRISIS

During the crisis, the following steps were taken to mitigate the
damage
• Horizon Electronics immediately initiated an internal
investigation to identify the root cause of the safety issue and
determine the scope of the recall.
• Issued an urgent safety advisory to customers, warning them to
stop using the affected product immediately and providing
instructions for safe disposal or return.

• Established a comprehensive product recall program to collect

and replace all affected devices, ensuring customer satisfaction
and safety.

• Regularly communicated with customers, partners, and

regulatory authorities, providing updates on the progress of the
recall, explaining the remediation measures being taken, and
expressing sincere apologies for the inconvenience caused.

POST-CRISIS

• Revamped internal quality control processes, rigorous safety

testing protocols, and third-party audits to prevent similar
incidents in the future.
• Provided affected customers with replacements for the recalled
product, along with additional incentives such as extended
warranties or discounts on future purchases.

• Launched a comprehensive marketing campaign highlighting the

brand's commitment to safety, quality, and customer
satisfaction. Collaborated with independent safety organizations
to certify the safety of their products and educate the public on
responsible product usage.

• Established a customer feedback mechanism to gather insights,

suggestions, and concerns, enabling continuous improvement of
products and services based on customer needs.
STAKEHOLDERS
DEFINITION
• Stakeholders are individuals, groups, or organizations that have a
vested interest in the activities, operations, and outcomes of a
company or project. They can directly or indirectly influence or be
affected by the decisions, actions, and performance of the
organization. Stakeholders play a crucial role in shaping the success,
reputation, and sustainability of a business.

• Here are some key stakeholder groups that may be relevant for
Stellar Electronics during this crisis :
-Customers
- Employees
- Shareholders/Investors
- Regulatory Authorities
- Suppliers and Business Partners
COMMUNICATION WITH
INTERNAL PUBLICS

• Regular updates and briefings for employees about the safety recall,
recall progress, and actions taken to address the issue.

• Training sessions and workshops to educate employees on safety

protocols, customer handling, and crisis management best practices.

• Establishing an internal communication channel (e.g., intranet or

dedicated email updates) to address employee questions, concerns,
and feedback.
COMMUNICATION WITH
EXTERNAL PUBLICS
• Direct communication with affected customers: Personalized
communication via email, phone, or postal mail to inform them
about the safety recall, potential risks, and instructions for product
return or disposal.

• Transparent public statements and press releases addressing the

safety issue, its impact, and the proactive measures taken to ensure
customer safety.

• Utilizing various communication channels (website, social media,

helpline) to address public inquiries, provide updates, and offer
support.
 MEDIA MAPPING

different media channels that are utilized by stellar electronics:

• Traditional Media :
• Press releases and news articles regarding the safety recall, the
brand's response, and subsequent actions are taken by the company.

• Interviews were conducted to provide updates on the progress and

reinforce the brand's commitment to customer safety.

2. Social Media Platform:

Brand utilized different social media platforms like Facebook, Twitter,
Linkedin, Instagram, etc. to share updates about the recall safety tips
respond to the comments, and used visual storytelling to create posts
and stories
 MEDIA PLANNING
• Developed a comprehensive media plan that outlines the
communication objectives, target audience, key messages, and
desired outcomes.

• Allocated resources and budgets based on the importance and

impact of different media channels.

• Determined the optimal media mix, including a combination of

traditional media, digital media, and social media platforms.

• Established a schedule and frequency for delivering key messages

to ensure consistent and timely communication.

• Identified opportunities for earned media coverage, such as press

releases, media interviews, and feature stories.
 MEDIA MANAGEMENT
• Brand executed the media plan by coordinating media
placements, negotiating advertising contracts, and securing
media coverage.

• Monitored media activities and placements to ensure alignment

with the planned strategy.

• Tracked media performance metrics, such as reach, impressions,

and sentiment analysis, to assess the effectiveness of media
activities.

• Responded promptly to media inquiries, addressing concerns

and providing accurate information.

• Adjusted media strategies and tactics as needed based on real-

time feedback, emerging trends, and stakeholder feedback.
THANKYOU!