Tylenol Case Analysis

The case is about the Tylenol product produced by famous medical industry Johnson&Johnson's issued that its product poisoned. The event began when 3 consumer dead from poisoning cause by the product. It become worst when media reported that 250 death across United State. Even Johnson&Johnson's itself tested the product, but that didn't make the situation better because all across nation alarmed by the poisoned Tylenol product can cause death. It showed that 94% people of U.S aware that Tylenol product is dangerous. The company suffer big loss of their image and trust because of this event.

Based on issue lifecycle by Kriyantono (2012), there are 3 stages of it:

a. Origin stage

Tylenol, a product of Johnson&Johnson's reported cause 3 death that is cyanide poisoning cause.

b. Mediation Stage

The media wrote that the death of 250 people of U.S suspected by the Tylenol cause. After the issue spread by the media, medical consumer began to reconsider their decision using Tylenol medicine. The survey itself speaks about the reaction of public. Whether that the cause of poisoned drug approved that cost 7 people die, public seems take safe action to prevent themselves from poisoning.

c. Organization Stage

US government followed by local authorities from Chicago itself began to force to make new drug safety law.

d. Resolution Stage

After above situation, Johnson&Johnson's take a chance to re- release the product and it turn out great. It also become the best product amon analgesic medicine. The issue itself began fade out after the arrest of the lunatic behind the poisoning product attempt. Johnson&Johnson's receive award Silver Anvil Award of the Public Relations Society of America for its handling of the crisis.

The company itself did well in managing the crisis. The company brave enough to withdraw all of Tylenol medicine and spend their money to warn doctors, hospital and also drug store across U.S . Also, the company didn't take rush move to relaunch the product after it's tested and the arrestment of the lunatic whom suspected poisoned the product.

All of the company effort is good. According to Kriyantono (2012) there are 5 point of crisis managing:

a. Crisis Plan

The step that Johnson&Johnson's take prove that they had plan to anticipate the crisis. We can see it that the company didn't stop making the product Tylenol but the company take careful action for relaunch it. Also by the time that new drug law enabled, the company can turn the crisis into great action and make the public trust gaining.

b. Public safety first

After the death report of Tylenol cause, the company withdraw the product so the poisoning efect didnt spread across nation.

c. Assign public speaker

Johnson&Johnson's didnt assign public speaker based on the case.

d. Communicate with related public

They tested their own product and inform it to public that only several tablets is contaminated.

e. Don't blame any party and handle the case carefully

In the case, Johnson&Johnson's didn't move rushly. They care for the public safety first by withdrawing the product and then, after that they investigate and later found the suspect.

Conclusion

To regain publi trust, company must carefully act. Every step they take should considered and analyzed. Luckily, the consumer didnt sue the company which if it happen, make the case bigger.

Refference

Kriyantono,Rachmat (2012). Public Relation & Crisis Management:Pendekatan Critical Public Relations Etnografi Kritis & Kualitatif. Jakarta. Kencana Prenada Group.