About Samsung’s Press Release

Since the creation of Samsung's "unconfined: The Galaxy S8 Design" was centered primarily on the ideal fusion of the art, the design, the technology, and the experience, the artists were the press release's intended audience. The media was successful in reaching its audience since it captured their attention while remaining accurate and pertinent to the story. Additionally, the 5W contents of Who? What? Where? When? Why? were included in the press release. The press release was placed in Milan, Italy, for maximum effect. Milan, as it is widely known, from the 14th century to the Visconti family, became the international center of the gothic art. Nowadays, Milan continues being an important center of art, since it is a home to many cultural institutions, museums, and art galleries. Samsung strategic location of the press release in Milan was effective in killing two bird with one stone in that the ‘who?’ and the ‘where?’ of the product was clearly stated. Samsung was focusing on its primary audience, who are the artists, and the location, which is a major artistic city in the world. The theme that was displayed by the Samsung was ‘Oneness.’ Therefore, the press release theme ‘Oneness’ was effective, since it captured the audience attention with its simplicity, uniqueness, and precision. Therefore, it has generated an original newsworthy content, and there were no boring business profiles and no dull niches (Lassen, 2006). One can never get (Andrew Grant) second chance to make a first impression. Therefore, the headline that Samsung has used was the content that was able to create the first impression from a journalistic point of view.

The message that Samsung was trying to communicate is that it has created a unique product (The Galaxy S8 Design) that could enable people to create, share, and see their personal designs come to life through the mobile platform. The press release also conveyed to the audience how content can be created and be moved between physical and digital worlds, therefore perfectly reflecting Galaxy S8’s software and hardware design concepts and the idea of ‘Oneness’. Another message that Samsung was trying to convey was that the essence of developing the phone was to create more natural interactions in an existential approach that transcends people’s daily routine.

One of the strengths of the press release is getting the company’s product (Samsung S8) out to the public’s eyes, thus providing consumer’s information about the services and the outputs the company is offering. Since the press release is an interactive situation, feedbacks would be useful for the future development of the products and press releases (Wiersma, 1988). The weakness of the press release is that journalist and bloggers leak the news release or unofficial unveil the announcement, hence affecting the initial impact that the product would have. Thus, the press release would not be surprising to the many audiences that had already unofficially seen the product to be announced.

The news release was valid, since it was newsworthy content that declared a new and creative product in the market. The headline of the press release was very innovative. In addition, it was original and untapped (Samsung Unconfined: The Galaxy S8 Oneness with nature). The innovativeness in the heading was able to capture the intended audience attention, thus making it an effective press release.



https://www.samsungmobilepress.com/video/VideoList.asp# link to the press release







References

Lassen, I. (2006). Is the press release a genre? A study of form and content. California: Sage Publications.

Wiersma, J. (1988). Tho Press Release: Symbolic Communication In Life History Interviewing. New Jersey: Wiley Online Library.