Crisis Communication Case Studies

What crisis did Johnson & Johnson face in 1982?

• Factory fire

• Product boycott

• Cyanide-laced Tylenol capsules

• Patent infringement

How many people died during the Tylenol crisis?

• 5

• 7

• 9

• 12

How did J&J learn about the crisis?

• Internal report

• From the police

• From a journalist’s call

• From social media

What was J&J’s first public action?

• Denied involvement

• Continued selling Tylenol

• Nationwide recall and public alert

• Launched a lawsuit

What was a key PR tool used by J&J during the crisis?

• Anonymous statements

• Influencer marketing

• 1-800 hotline for public and media

• Paid political ads

What packaging innovation did J&J introduce post-crisis?

• Zip-lock safety seal

• Transparent packaging

• Triple safety seal packaging

• Capsule tracking system

How did media first portray the Tylenol case?

• As an accident

• As consumer negligence

• As a corporate conspiracy

• As a betrayal of public trust

What PR strategy did J&J successfully apply?

• Denial

• Stonewalling

• Forgiveness and openness

• Silence until legal clearance

What is considered a major strength in J&J's crisis response?

• Quick product rebranding

• Rapid denial of blame

• Ethical prioritization of public safety

• Political lobbying

What was the public’s perception of Tylenol post-crisis?

• Unsafe product

• Irrelevant brand

• Victim of a malicious act

• Overpriced medicine