Case study on tylenol

1. What might have been the consequences if Johnson & Johnson had decided to “tough out” the first reports of Tylenol-related deaths and not recall the product?

2. What other public relations options did Johnson & Johnson have in responding to the first round of Tylenol murders?

3. Do you think the company made a wise decision by reintro- ducing extra-strength Tylenol?

4. In light of the response of other companies not to move pre- cipitously when faced with a crisis, do you think Johnson & Johnson should have acted so quickly to remove the Tylenol product when the second round of Tylenol murders occurred in 1986?

5. What specific lessons can be derived from the way in which Johnson & Johnson handled the public relations aspects of these tragedies?

6. What was the media environment when the Tylenol crises occurred? How might the results have differed if the crises occurred today?

7. See what information Johnson & Johnson offers for its cus- tomers on the Tylenol Web site (www.tylenol.com). Follow the links to the Care Cards, House Calls, and FAQ sections. How do these sections demonstrate Johnson & Johnson’s concern for customers? How do you think Johnson & Johnson would use this Web site to communicate with the public if new health scares surfaced?