Download - Crisis Management and Communication
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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
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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?
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Fall of 1982 Consumption of Extra Strength Tylenol
capsules resulted in 7 deaths Tylenol capsules had contained lethal
doses of cyanide
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Immediate warning to all customers via mass media
Production of Tylenol halted Tylenol recalled until source could be
identified
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Full Truth Customer interests first Did not attempt to deny or duck
responsibilities
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Tylenol, instead of dying, continued going strong
Improved public image Consumer loyalty increased
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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
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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