crisis management and communication

Jeremiah MaxelJeremiah.maxel851@myci.csuci.edu

4/19/2014

Crisis (noun; krī-səs)- an unstable or crucial time or state of affairs in which a decisive change is impending especially one with the distinct possibility of a highly undesirably outcome

Communication (noun, kə-ˌmyü-nə-ˈkā-shən)- the act or process of using words, sounds, signs, or behaviors to express or exchange information or to express your ideas, thoughts, feeling, etc. to someone else

Truth- Is the crisis caused by something true/real?

Severity- To what degree is the crisis an issue?

Customers- How close are the customers with your product?

Fall of 1982 Consumption of Extra Strength Tylenol

capsules resulted in 7 deaths Tylenol capsules had contained lethal

doses of cyanide

Immediate warning to all customers via mass media

Production of Tylenol halted Tylenol recalled until source could be

identified

Full Truth Customer interests first Did not attempt to deny or duck

responsibilities

Tylenol, instead of dying, continued going strong

Improved public image Consumer loyalty increased

Rhode, David, Tylenol for users and a lesson for Ebbers, Network World, August 1999

Centennial Journal: 100 Years in Business === Chicago’s Poisoned Tylenol Scare, 1982, Wall Street Journal, November 1989

Gita V. Johar, Matthias M. Birk, Sabine A. Einwiller, How to Save your Brand in the Face of Crisis, MITSlogan Management Review, June 2010

1. What is NOT a quality you have to consider when assessing a crisis?A. AccountabilityB. TruthC. SeverityD. Customer Loyalty

2. What did Johnson and Johnson do in response to the Tylenol Scare?A. Polishing the HaloB. Yes but…C. Customers Safety FirstD. No, Not I