Following a crisis, a company faces the daunting task of restoring their reputation while working to regain public trust. This time is crucial.  Strategy can make or break their future.  Johnson & Johnson's Tylenol set the bar high when managing the 1980's tampering crisis.  They employed impeccable PR strategies that ultimately made them bigger than ever. 

Tylenol Rebuilds Its Brand

Johnson & Johnson maintained open communication that centered around the well-being of the public, even when it meant incredible loss for the company.  Johnson & Johnson exceeded the common apologies and recalls.  They sought expert advice, provided counseling and financial support, and established relationships with the police, FBI, and the FDA.  These actions began to build the respect of the public.

In November 1982, after a month of regrouping, Tylenol released its new product with a few important changes to woo the public.  These improvements were:

1.  Triple sealed tamper resistent package
2.  Money off coupons
3.  New pricing program

When an 1986 Tylenol tampering incident reportedly killed a woman, Tylenol again recalled its products and permanently removed capsules from the market.

The implementation of a well-constructed crisis management plan saved Tylenol Brand.  The company was portayed in the media as an innocent victim of a malevolent act.  Johnson & Johnson was famed for the corrective actions taken by their leadership and seven man crisis team. 

Do you want security for your company?  Join me Friday, as I discuss the essential elements of a strong crisis management plan.