1. Crisis Management and Communication
Jeremiah Maxel
4/19/2014

2. Crisis And Communication
Crisis (noun; krī-səs)- an unstable or crucial time or state of affairs in which a decisive change is impending especially one with the distinct possibility of a highly undesirably outcome
Communication (noun, kə-ˌmyü-nə-ˈkā-shən)- the act or process of using words, sounds, signs, or behaviors to express or exchange information or to express your ideas, thoughts, feeling, etc. to someone else

3. Three Components of a Crisis
Truth- Is the crisis caused by something true/real?
Severity- To what degree is the crisis an issue?
Customers- How close are the customers with your product?

4. Flowchart

5. The Lethal Tylenol Crisis
Fall of 1982
Consumption of Extra Strength Tylenol capsules resulted in 7 deaths
Tylenol capsules had contained lethal doses of cyanide

6. Johnson and Johnson’s Response
Immediate warning to all customers via mass media
Production of Tylenol halted
Tylenol recalled until source could be identified

7. How Their Response Differed
Full Truth
Customer interests first
Did not attempt to deny or duck responsibilities

8. Result Tylenol, instead of dying, continued going strong
Improved public image
Consumer loyalty increased

9. Reference
Rhode, David, Tylenol for users and a lesson for Ebbers, Network World, August 1999
Centennial Journal: 100 Years in Business === Chicago’s Poisoned Tylenol Scare, 1982, Wall Street Journal, November 1989
Gita V. Johar, Matthias M. Birk, Sabine A. Einwiller, How to Save your Brand in the Face of Crisis, MITSlogan Management Review, June 2010

10. Two Multiple Choice Questions
What is NOT a quality you have to consider when assessing a crisis?
Accountability
Truth
Severity
Customer Loyalty
What did Johnson and Johnson do in response to the Tylenol Scare?
Polishing the Halo
Yes but…
Customers Safety First
No, Not I