The Tylenol Murders

The Tylenol Murders

Communication is defined as " the process by which information is exchanged between individuals through a common system of symbols, signs, or behavior" (Merriam-Webster, n.d.). In order to consider the communication effective, it should flow back and forth between a receiver and a sender. For example, when a company relays a message to the public, they wait for feedback from consumers to make sure they understand the message. A feedback can simply be verbal or nonverbal. In this case, the company can analyze the effectiveness by interpreting actions of consumers. Many companies have a deep understanding of their consumers with effective communication. An example of these companies would be Johnson & Johnson. This paper will present a case study analysis on Tylenol's crisis management plan and explain how they were to communicate with the public.

Case Overview

Several people in Chicago died unexpectedly due to unknown reasons in 1982 (Center & Jackson, 2003). In general, an incident like such is not considered a crisis in such a large area, but in this case three of those victims belonged to the same family during the same period (Bell, n.d.). The doctor at the hospital where these three were taken became suspicious, it was later determined that they all died from cyanide poisoning (Bell, n.d.). After a thorough research, it was later discovered that the three members of the family took Extra Strength Tylenol right before their death occurred. After a search of the home, a bottle of Extra Strength Tylenol that upon testing showed cyanide had been added to the capsules (Bell, n.d.).

One prior death prior to this family death was also linked to the same reason. For this, it was decided later that this incident should not be isolated and it was widespread (Bell, n.d.). Over all, seven victims passed away because of the 65 milligrams cyanide contained in the Extra Strength Tylenol (Bell, n.d.). It was later found that this quantity of cyanide could have killed 10,000 people (Bell.n.d.). Johnson & Johnson was faced with a very serious crisis situation after they found out the news about their product.

Public Relations Tools

The company reacted very quickly to the crisis upon learning of the connection of the cyanide poisonings and their product. Johnson & Johnson started by sending alerts out to the public, distributors and doctors. The company issued a major recall of 31 million Tylenol bottles (Susi, 2002). This approach showed the public the company's approach and its responsibility towards these people that was more important to them than anything related to the company's bottom line. This massive recall was estimated to cost the company more than $100 million (Susi, 2002). At the same time, this built a consumer trust towards Johnson & Johnson which was more important to the company than the loss they incurred especially that it was a good reflection to their reputation.

During