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Transcript of Thomas
JOHNSON & JOHNSON AND THE TYLENOL MURDERS
I would broadcast to the public images and even a few real packages of what the new product looks like. It would be in my best favorite to bring different types of ads to just about all the important stores across the world. The people will then be able to feel more comfortable about the product so when it launch they will buy it. In addition, I will bring to the attention of the people that there is a good quality check done on the product. We have increased the size of our security checks and narrowed down the staff.
Tylenol took the hardest fall for everybody and once Tylenol did that people, as well other companies were watching to see what they were going to do. Companies took Tylenol as being the leader and they followed them by changing mirror things just as they did such as the product safety, having a plan for if anything was to happen to their company. Over The Counter, drug companies were more hands on than ever before to make sure that they would not end like Tylenol.
I think Tylenol could have had a crises plan and it would have helped in a positive way. It would have at least helped them to be able to build off it. Being ready never hurts anything, but not being ready can really take a total on your company. The media had a lot of fun with the situation which had happened and to know that they were not ready just made it worst.
In 2010, Jell-O had mirror crises where people were buying Jell-o and returning it with sand. The media mentioned it, but it was too small to become big. For Over the Counter drugs there were no more incidents because companies were monitoring that very closely.
A reporter from the Chicago Sun-Times called the company public relation staff asking odd questions and wanted background information on the company. The PR staffer informed the PR director and the PR Director called the executive committee member and the executive called the CEO of the company. The CEO later received a call from the reporter that someone had died from the intake of Tylenol Extra strength.
I think if this crisis occurred today, I do not think that the media or the families of the people who was affected would have been as cooperative as they were back then. With today’s media outlets, they are much more irrational and are impatient when it comes to major crisis especially when dealing with one as major as the Tylenol crisis. This crisis would also look even worst in today’s media outlets because, back then it was easy for people to put harmful toxics in Tylenol because there were no safety seals on the Tylenol but, since that crisis there are now safety seals so it would seem someone from the factory or company was harming the Tylenol.
Credo- an idea or set of beliefs that guides the actions of a person or group.
Product Recall- A product recall is a request to return to the maker a batch or an entire production run of a product, usually due to the discovery of safety issues or a product defect.
The jello tampering
In 2010, an older couple by the name of the Clements, from Long Island, you buy the pudding, replace the powder with a mixture of sand and salt, and return the package to the grocery store for a refund. They did this to over 60 stores.
How was it handled? The police did not arrest either of them, the conclusion was that the couple was not trying to harm anyone, they just wanted some pudding. They also said it could have been age related mental issue.
Girl Scout cookies
The American institution of door-to-door Girl Scout Cookie sales suffered a blow in 1984 when pins, needles and other foreign objects were found in boxes of cookies in at least 17 states, resulting in reports of pierced gums and injured lips. The Girl Scouts suspended cookie sales that year, and, despite the introduction of a new tamper-evident box the following year, sales declined by more than 25 percent, forcing the organization to cut some of its programs. The FBI closed its investigation in 1985, concluding that there was no evidence of organized tampering and suggesting that most of the 800 reported incidents were false alarms or copycat cases.
Although Johnson & Johnson's leadership performed superbly during the crisis there were some important areas Tylenol improved upon after the crisis. Johnson & Johnson did not have a proactive public affairs program before the crisis. The only media relations engaged in by Johnson & Johnson was in the advertising and marketing area. In the early stages of the crisis, Tylenol was informed about what was going on from a Chicago reporter.
Within the year, the FDA introduced more stringent regulations to avoid product tampering. This led to the eventual replacement of the capsule with the solid "caplet", a tablet made in the shape of a capsule, as a drug delivery form and with the addition of tamper-evident safety-seals to bottles of many sorts.
• The medical professional
• Employees and other internal groups
• The FDA
The main issue is that Johnson & Johnson told the media that there was no cyanide in the plant but when the product was recalled cyanide was found and traced to the cause of the deaths. In the beginning J&J released a statement that cyanide is a part of the chemical test but not in the manufacturing process so it’s unclear on how the cyanide got into the jars. J&J did take the blame but now if you ask someone how the drug got onto the shelves the response would be a random person came into a local store and placed it in there. J&J did a great job cleaning the situation up.
A diner at a Sizzler restaurant in Queensland discovered pellets of rat poison in her soup, and at another location, the same pellets were found in some pasta sauce. Shortly thereafter, all Sizzler locations across Australia suspended salad bar service. The culprit, who issued no demands or threats of extortion, turned out to be a mentally unstable woman from Brisbane. Nobody suffered ill effects from the rat poison, but a Sizzler spokesperson admitted that the restaurant chain should have notified authorities about the incidents much sooner than it did. The case prompted Queensland lawmakers to draft a law requiring that all food establishments report suspected tampering immediately, or face a fine of $15,000.
The Tylenol cases applied to almost each of the crisis communication theories. I say this because, there is an image that needs to be upheld, an apologies needs to be stated to the people that were effected or could have been by the product. They all almost apply because depending on the crisis some type of precaution needs to be taken.
There were numerous other cases of product tampering, before and after the Tylenol crisis. Some cases were handled accordingly some where not.