The Tylenol Incident

Johnson and Johnson’s the leading manufacturer of over-the counter drugs experienced a grueling turn of events with there brand Tylenol. The results of which resulted in a shocking tragedy. The responsive reactions towards these turn of events resulted in the product’s reissue and turn around, the nation’s genuine applause, all summed up to a classic case study of how a corporate America dilemma can be dealt with by means of a public relations strategy. Faced with no contingency plan, the manufacturer suffered a few major set backs and yet they prevailed in the end.

The common product referred to as Tylenol has some colorful history. Having expressed these issues has attracted some special attention with the media. The stories have been interpreted for its merits in the public relations, marketing and management arena. These three areas of study should have no issues with lending its “just do’s” concerning the situation surrounding this unprecedented sequence of events.

The phrase “Mississippi size headache” immediately came to mind as this story unfolds. During these times one might consider dealing with something of this nature considering what was taken place at the time. One of the most dangerous poisons of all times According to the tabloids in 1982, some Tylenol capsules was discovered to be laced with cyanide. The results of these occurrences were located in the Chicago area. Reportedly, these events caused the deaths of approximately seven individuals. It allegedly proclaims that the packages had been tampered with, and the substance had been set in place by an unknown person or individuals. This story has yet to be resolved.

The frenzy resulting from this sequence of episodes sent management into a tail spin. Immediate actions began as the products in stores nationwide were withdrawn from the shelves by Johnson & Johnson’s costs exceeding well over $50 million. Within a short period of time the product was reissued in the safe haven of tamper resistant containers, and a sealed package was offered free to consumers who had discarded previously contaminated merchandise. As of 2001, this mayhem of events still had not been resolved. And yet within due time, the organization had no inclinations of scampering for a solution for these occurrences.

Every organization has a responsibility to evaluate the effective communication of its publics. In the Tylenol case, the publics are those who express a desire to spend their monies for a particular product or service. Publics have a common interest at heart; these individuals recognize the importance of relationships and accomplishing goals. They are familiar with the organizations strengths and weakness in most aspects of the organization. The public sincerely mattered in the Tylenol scandal. Corporate responsibility is to maintain honest relationships with its publics. During Johnson and Johnson ordeal even thou the company did not specifically have a contingency plan before the crisis, it’s commitment to its publics helped them to excel without jeopardizing there credibility. Generally, companies that express a genuine concern towards their publics maintain substantial profitability margins. When we maintain as leverage goodwill, this is the most important asset to our publics.

Another area of attention lies with an over -the-counter drug referred to as Claritin-D. Drug store chains especially CVS have strategically placed these items behind the check out counters. Individuals can no longer retrieve this item directly off the shelf. The community has reported problems with large amounts of crystal methane. Apparently, this drug is being made with some of the ingredients in Claritin-D. Everyone is familiar with this product. It merely serves as an antihistamine for those individuals suffering from various allergies. When confronted with this ordeal at the drug store, the look of impressiveness appeared all over my face. This was indeed a smart solution for a potential problem. The concern for humankind does still exist in our society.

The protocol for those individual requesting this drug must show proper identification to the individual employed at the check-out counter and must sigh a ledger that is secured by the same individual. In the results that a particular individual appear to be purchasing an excessive amount of the product the authorities may be notified. This is an exceptional contingency plan in the event that a crisis may occur. The community can also keep alert of potential threats to the community.

Early prevention is the best prevention concerning the potential stages with substance abuse. The internet is a prominent vehicle and is used by every household. By reporting items on the internet the public is able to obtain valuable information concerning various matters. Typically, the internet may have a report of most matters of concern and this information is simple to retrieve. The impacts of the Tylenol event would make breaking headlines via internet services. Almost all corporations are making use of internet services.

The Food and Drug Administration has the responsibility to look at public information concerning pressing matters. In such case, the FDA is considered as a source of external public. Therefore, they work for the good of the community. The FDA’s tasks are to keep the public informed of any faulty incidents of deception. Continuous communication about a crisis is a necessary factor for the community and its behaviors. During the Tylenol scandal, the FDA issued several updates about the product. In addition, to reporting updates, the organization was able to give national reports of the drugs updates. Finally, on November 4, the FDA released its standards of uniformity for non-prescription drug manufacturers in its providing tamper resistant devices (Center, A and Jackson, P. 2003). By doing so, the cause to panic could be prevented from subsequent turn of events.

Companies that choose to make great attempts to protecting and communication with its publics are profitable businesses. These organizations also thrive when faced with challenges and threats. The elements of fear can be ruled out providing the consumer with stability. Studies administered by Johnson & Johnson proved the importance of recognizing their responsibilities to its publics and maintaining positive public relations. During the Tylenol ordeal such tools as new conferences, and ads were utilized by the corporation to communicate the message to their publics. In keeping with good practice the attempts to remain personal with our publics is a essential tool of communication practices. By doing so, organizations are continuously aware of the importance of these consumer individuals.