Communication

Crisis Management
Lecture 6 – “Textbook” Crises
 01
Case: Johnson & Johnson and
the Tylenol Murders
 Before the Crisis
(1/2)

• 165 companies in 53 countries

• Baby products, baby powder,
lotions, shampoos, cotton swabs…
• Positive image among its
employees: 1 of 200 best places to
work.
 Before the Crisis
(2/2)

• The Credo
• Good relationships with the media.
 The Crisis

• Sept 30th 1982

• A fateful telephone call came in for
Tylenol’s infors
REPORTED DEATHS FROM THE
INTAKE OF EXTRA STRENGTH
TYLENOL.
 Crisis Response

• Set up a seven-member crisis team:

• What sickness it was actually
facing?
• Healing process
• Recall all Tylenol capsules from
stores in the Chicago area.
 Three points marked the reason
Johnson & Johnson was successful
in coping with the crisis

1. The company was open to the media.

2. It was willing to recall the product no matter what that meant to the
company.
3. It appealed to the American sense of fair play and asked for the public’s trust.
 02
Case: Exxon and
the Valdez Oil Spill
 Before the Crisis

• 1 of the 5 largest companies in the

United States.
• CEO Lawrence G. Rawl – disliked
publicity and the media.
 Exxon’s Concern for Alaska

Exxon’s Animal Rescue Centers

Exxon’s Success at Restoring Tourism
 After the Crisis

• Statement via television

• Full-page ads expressing
concern and vowing to clean up
the spill.
• Crisis plans for all oil companies
operating in Alaskan.