I truly enjoyed working with the crisis management group at FleishmanHillard because they always had the best stories. This request was to help craft an apology letter on behalf of Gregory Lee, Samsung Electronics North America President and CEO – a.k.a. the man in charge of explaining why some of their popular new Galaxy Notes were spontaneously combusting.
The letter appeared as a full page ad in The Wall Street Journal, The NY Times and The Washington Post. After a tumultuous stretch, Samsung began to get back on track with the help of the well-received apology.
