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comm 201 crisis briefing

comm 201 crisis briefing

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Published by: boblyns on May 09, 2008
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09/05/2010

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Name:Bobbie StuckiOrganization:Tylenol, McNeil Consumer HealthcareCrisis Situation:There has been 123 deaths since 1969 related to over thecounter cough and cold medicine overdoses, most have beenchildren under the age of 2. The FDA was going to hold ahearing about the effectiveness of the products, but before ithappened Tylenol voluntarily recalled all infant cough and coldmedicine. McNeil Consumer Healthcare released a press releasethat can be found on Tylenol.com stating what has happenedand why.Date:October 2007Hypothetical date:October 11, 2007Audience:The audience I will be addressing is the general public throughthe major media outlets (National Television and NationalPapers)Perception:The audience I will be addressing is Animated. The audience ananimated audience perceives the crisis as high severity but lowresponsibility because there has been several deaths related tooverdoses but Tylenol is not completely responsible for thedeaths because the parents did not administer the correctdosage.Strategies:The strategies that I will be using in the crisis briefing are toreduce offensiveness (bolstering and compensation), andcorrective action. I will be using bolstering so that I can reduceany negative feeling s towards Tylenol for the voluntary recall. Iwant to increase positive feelings toward Tylenol. I will be usingcompensation
Brief Overview of Crisis:
In October 2007 the FDA was set to have a hearing about the safety andeffectiveness of cough and cold medicine for children 2 and under. Tylenol andother manufacturers of Infant Cough and Cold medicine voluntarily pulled medicinefrom the shelves before the hearing took place. 123 recorded deaths havehappened since 1969. The cause of the deaths are because of parents giving theirchildren too much medicine. The FDA was going to have the hearing because doctors and parents have said thatthere is not enough information backing up the effectiveness of infant and childrencough and cold medicine in young children. Not only has Tylenol pulled their infant
 
cough and cold medicine from the shelves other companies with similar productshave done the same.McNeil Consumer Healthcare published a press release informing customers of theproducts that were recalled and what is happening with the company right now. The press release states that the products are recognized as safe and effectivewhen used as directed. It also states that if a parent has any questions about theirchildren’s health that they are to contact their pediatrician. (press release) The Houston Chronicle, the Wall Street Journal, MSNBC.com, and the USA Today, allpublished the same information about the voluntary recall that Tylenol and othercompanies participated in October. Each of these articles stated that the FDA wasgoing to investigate the effectiveness of infant cough and cold medicine that iscurrently on the market. It is also stated that there is a lack of studies that supportthe use of infant cough and cold medicine. Each article states that the best methodfor helping a child through a sickness is a humidifier, keeping them hydrated, andlots of love. If the sicknesslasts more than a couple of days then the parent is tocontact their pediatrician. Each article also states that parents are not to give theirinfants medicine made for adults or children, because the infant will be at a hugerisk of an overdose which is the reason the medicine that is made for infants waspulled from the shelf in the first place.
Background
I am playing the role of Ashley McEvoy, President McNeil Consumer Healthcare, I amunder pressure to explain and justify the voluntary removal of infant cold medicinefrom shelves. The FDA is going to hold a hearing in October about the effectivenessof cold medicine for children younger than 2 years old. 123 Children have died fromingredients in cold medicine since 1969, most of them were under the age of 2.In a recent press release (October 11, 2007), Tylenolannounced the voluntaryremoval of all infant cough and cold products because of the upcoming hearing bythe FDA. Tylenol has stated that when the products are used as directed they are“generally safe and effective,” but that there is a small chance of overdose mostlyin children 2 and under.I am holding a press conference on October 11, 2007 for the general public in orderto dispel any fears about infant cough and cold medicine.
Crisis Briefing
Specific Purpose:
 To explain the reason behind removing the product from theshelves and to restore the public’s trust in Tylenol products.
Strategic Summary:
Reduce offensiveness (bolstering and compensation), andcorrective action.
Introduction
 
I.Your child’s safety is our number one priority. (Press Release)II.The cough and cold season is coming up your children’s health is veryimportant.(Trans: Let me begin by bringing to light some of the circumstances surrounding thevoluntary recall)
Narrative
Many of you have been to the store or seen in the news that we have voluntarilyremoved all Tylenol Infant cough and cold medicine from the shelves of all stores.As reported by the Houston Chronicle there have been 123 deaths, mostly childrenunder two, in almost fortyyears of use. The deaths occurred because of accidentaloverdose of over the counter cough and cold medicine. Each child’s death is a tragicoccurrence, and your child’s health is our number one priority.All Tylenol products are safe when used as directed, but there has been “rareinstances” of overdose especially in children younger than two. That is why wehave voluntarily withdrawn the products from store shelves. We have always had a“longstanding commitment to the appropriate use of medications by parents andphysicians. We realize that there are questions regarding what parents should donow that the medicine is no longer offered for infants.(Trans: Let me help with your concerns)
Refutation
I.First, parents are concerned about what they should do when their child iscongested and coughing.a.I recommend, as we always have, that the best course of action isfollow guidelines used by our parents and pediatricians (cough drugsfor kids spark concern). They are that you alleviate the discomfort byusing a humidifier, keeping the child hydrated, and suctioning thechild’s nose.b.If the condition worsens we highly recommend contacting yourpediatrician.i.By following these simple steps that I have recommended youwill be able to help your child be more comfortable during his orher cold.(Trans: In addition to parents concerns on how to deal with a child’s cold, we alsowant to warn parents about the potential dangers of using adult or children’s coughand cold medicine for children under the age of two)II.Second, parents may say that since their child is sick they are going touse adult or children’s cough and cold medicine to help with some of thesymptoms.

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