CategoryB05. Media Relations
Idea Creation EDELMAN Korea, SOUTH KOREA


Name Company Position
Debbie Kim Edelman Korea Associate Director
Christopher Hwang Edelman Korea Senior Account Executive
Jeewon Sa Edelman Korea Account Executive

Why is this work relevant for PR?

Samsung Newsroom is the official communications channel of Samsung Electronics and features all the latest content regarding the company’s products, people and businesses. Samsung’s newsroom site has given the company a human dimension by opening it up to show the people, work and philosophies that are behind the brand name, and connect it to its wider audience. The technology industry can feel out of reach for many, but Samsung’s newsroom platform puts the company on the same level as its audience, ensuring that customers and the media have the most up-to-date information when they need it.


Over recent years, Samsung Electronics has moved up the ranks of the world’s top brands and most admired companies. Regardless of its position, however, most consumers have reported that they associate the brand with its products and financial performance, rather than “who” Samsung is, “why” the company does what it does, and “how” it is solving larger challenges. In 2015, Edelman Korea proposed transforming the company’s blog into a creative newsroom to better convey its brand identity and serve as the go-to source for all Samsung and industry-related information the world over. After launching Samsung Newsroom in late 2015, our team added value to the site by evolving it into an owned media platform, where consumers and media alike could access product information, breaking news and featured articles, in addition to content presenting the human elements that underpin the company, like employee profiles and interviews.

Describe the creative idea (20% of vote)

Rather than merely positioning Samsung as a global manufacturer, the team aimed to develop stories to showcase the company’s unique culture, its commitment to being a positive global citizen and its dedication to bringing to life transformative, inspirational ideas that make a difference in people’s lives. While remaining somewhat loyal to traditional PR with the continued publishing of press releases and corporate statements, the team also incorporated storytelling elements to build a compelling, human-focused approach for the newsroom platform. These articles are penned by our dedicated in-house editorial team. Through collaborative efforts between the client and our agency, we would construct meaningful, engaging stories to “lift the curtain” on the people and philosophies that fortify Samsung’s work and underpin everything it does. The team also utilizes visual aids including but not limited to photo sliders, infographics, gifs, and videos to tell the story behind the product and maximize user engagement.

Describe the strategy (30% of vote)

Our team referred to global newsroom trends, identifying the most successful case studies to date. We analyzed how newsroom articles were received by the media and realized that the best creative newsrooms tailored perception and added value to their brands. The team resolved to employ various formats (listicles, expert interviews, editorials, recaps, how-tos, etc.) to diversify content and keep the audience engaged. We had to make sure that the chosen format was the correct vehicle for the information it was communicating but was also engaging while striking an appropriate tone for the content. Because Samsung Newsroom would be developed into a primary content source to which other media outlets could refer for their stories, we targeted influential tech media players (CNET, Engadget, The Verge, TechCrunch, etc.), thought leaders and tech influencers. That was in addition to the more sizable audience of every English-speaking Samsung customer the world over.

Describe the execution (20% of vote)

The Samsung Newsroom team has planned, curated, and created compelling content for Samsung on all fronts. We have broken news for new product launches, provided in-the-moment updates in times of urgency, developed features to explain the deeper culture of the company, and produced infographics to maximize the impact of new features and developments. Samsung Newsroom's recent coverage of the Galaxy Note 10 Unpacked Event is a prime example. Not only did Samsung Newsroom provide a live video feed of the event, but the team also published a range of related content, including but not limited to a full video replay, photo highlights of the event, an infographic comparing the latest device to its predecessor, and a feature interview with a Samsung executive highlighting the company's design philosophy and how it was applied to the tech giant's newest device.

List the results (30% of vote) – must include at least two of the following tiers:

Data proves that our strategy has been effective, leading Samsung Newsroom to steadily become the go-to information source for all things Samsung the world over. [January 1, 2016 - Dec 31, 2017] Appeared in 640 media in 66 countries and received 8,417 referrals. [January 1, 2018 - June 30, 2018] Appeared in 462 media in 51 countries and received 1,286 referrals. [January 1, 2019 - June 30, 2019] Appeared in 593 media in 71 countries and received 2,367 referrals. In total, Samsung Global Newsroom has received about 13,500 referrals since its launch and has been cited by some of the most well-established media outlets, including Forbes, the BBC, CNN, and the International Business Times. It has also paved the way for the creation of an additional 37 local newsrooms worldwide, with many of the regional newsrooms redistributing the global content in their local languages. During the lifetime of Samsung Newsroom, Samsung Electronics has continued to expand its eminence in the sphere of electronic devices and hardware. As the Korean tech giant continues to push boundaries across the industry, it ensures that its audience and the wider media are kept abreast of all developments – both on and below the surface – and in doing so is transcends the image of the impersonal technology conglomerate.


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