Question

3. Why do the Tylenol Crises (plural – be sure to discuss the multiple issues) offer an example of good crisis management and effective public relations strategy?

Answer 1

Before any kind of crisis, Tylenol was one of the most successful over the counter products in the USA and its sales contributed to 19% of total sales of Johnson & Johnson's in 1982. But during this time, Johnson & Johnson's received a call from one of the local reporters informing about the press conference conducted by a medical examiner about the death of many individuals due to poisoned Tylenol.

The company reacted to this negative media coverage by forming a 7 member committee and the company tried to caution the customers all over the country with the help of media so that the consumption of poisoned Tylenol can be reduced.

Both PR and paid advertising was used by the company as a method of crisis management and effective public communication so that they can convey their message to the customers. A national alert was issued by the company with the help of media and told the public that they should not use the Tylenol. The company also provided the hot line number to reply to the concerns of the customers. In fact, a toll-free number was also provided for the new and media organizations and these organizations were receiving daily updates about the crisis.

Before this incident, the company was not using the media coverage extensively but during the crisis, the company utilized the reach of the media in order to manage the crisis effectively and it was quite helped for the company to release the warning to the pubic and rebuild its image.

If we look at the above study, it is clear that crisis management was done quite effectively in Johnson & Johnson's. The management was quick to respond to the negative media coverage, it came up with the effective utilization of media and other forms of communication through public relation. Thus we can learn that by having the foresightedness and proactive utilization of available sources and media, any kind of crisis can be addressed effectively.