Tylenool

company took on the public and the answers. They had a crisis and showed that they could handle it in any way. Any problem that was thrown at them they could try their best to fix or at least try to do something about it. Tylenol took pride in their product and in their reputation for integrity and having pride in the public. ". In 2001, the crime remains unsolved. All supplies of the product in stores nationwide were pulled off the shelves by the parent company, Johnson & Johnson, at a cost exceeding $50 million. After due time and investigation, the product was reissued in tamper-resistant containers, and a sealed package of capsules was offered

free to consumers who had discarded the suspect supplies in their possession. The company became a champion of tamper-resistantconsumer product packaging". (CASE 6-3 A CLASSIC: TYLENOL RIDES IT OUT AND GAINS A LEGACY, 1983) In the echoing events

When I identified the different PR communication tools and techniques that were used to inform, influence, and motivate the public(s) in the Tylenol case. I was able to find a chart that listed all the forms they used below. They used proactive, reactive, strategic of non verbal and verbal words and many listed below in the chart that I have attached. They used strategic planning, News releases, Company profiles, Newsletters, Video services, Crisis Mangament, Speechwrighting. These came in handy because it was important to get the message out there with minumal distractions. Johnson and Johnson by using and following each one with care was able to have a much better out come then actually though.

(Strategic communication process model, 2005)

In evaluating the benefits and risks of using these tools is very risky because the scale can swing either way. By using the methods they chosen could have caused them to either go out of business or keep the business they have and get new clients. The company took a big risk with the decision. If it had gone the other way then we might not have Tylenol here at all. I would think that if they lost then another company would have come out with a similar product and they would have had made the same amount of money. The difference between the both is that this PR campaign and Advertising does not really matter does to the outcome in this century. I don't think that I would have used other tools because I think that they pretty much did what they could at the time.

If this crisis were to occur today, how would new technologies, such as the Internet, impact this case? It would have impacted very much. With the use of you tube and my space and the internet you can pracatally get instance