The Tylenol brand is no stranger so recall crisis management – their handling of the so called “Tylenol Murders,” in 1982, wherein an unknown person inserted poisoned capsules into store bottles, is still upheld as an example of how to handle a crisis response and product recall successfully – and it certainly showed when reports of a strange smell coming from one of their products began to trickle in. A post on the Reputation Management Online blog reports:
Johnson & Johnson is doing what a company should be doing during a crisis. The top brass have decided to voluntarily recall the Tylenol Arthritis Pain Caplets due to complaints of moldy smell that can cause nausea and sickness.
The Food and Drug Administration is a strict watchdog when it comes to complaints. The website has “Report a problem” tabs where anyone can make a complaint. If anyone’s on the watch it’s the FDA and so a company like J&J wouldn’t want these complaints to snowball into a reputation management nightmare.
The company has taken all of the necessary steps, including fully publicizing the recall and assuring the public that there is no great danger. If they continue as they have, their reputation could actually be enhanced by what could otherwise have been a damaging crisis.
The BCM Blogging Team
http://www.bernsteincrisismanagement.com/
Published on 30th December 2009 by Jonathan Bernstein. 1 Comment. Click to add yours.