The Tylenol Murders, Ch. 2 - Essay Example

All through the period of Tylenol murder case trial, company maintained constant communication across its different public, displaying innate honesty, ethical considerations and concern for the welfare of the people at large. It disseminated critical information regarding the Tylenol capsules and projected a credible image of ethical and responsible behavior. The company had addressed the critical issue of Tylenol murder that would have affected the performance of the company and significantly impacted its credibility amongst the various stakeholders.

In the case, two types of public were involved. The internal public consisted of management and workforce and the external public comprised of various stakeholders and shareholders, users of company’s products, distributors, media and all those who were directly or indirectly impacted by the product. The timely communication to the public by the chairman was vital factor that helped to inculcate confidence and trust amongst them. His assurance to the public regarding fair investigation and withdrawal of the lot from the market was highly effective way to boost company’s falling credibility amongst its various public. . It had the desired affect and company triumphed over the crisis without any adverse impact on its market.

Tools used in PR The company had used different tools of public relation. Public relation briefing was constantly used to announce important information regarding company’s position with regard to the product, extra-strength Tylenol capsules that was used in the murder case. Indeed, publicly acknowledging that cyanide was used in its premises was an important step that helped establish its credibility in tough times and highlighted its transparent way of functioning in the eyes of its various stakeholders.

The company also removed its advertisement of the product and announced reward for killers through widespread advertisements. It also issued warning to doctors, hospitals and distributors about the Tylenol capsules. Media, in different formats, has a powerful influence on the public at large. Using media is therefore essential part of effective public relation exercise (Wilcox & Cameron, 2009). The company had also exploited media’s potential when the Chairman, Burke appeared on the investigative new program and effectively communicated company’s stance on the issue and the steps taken by it.

The PR tools helped to forge closer bonds with its investors and various stakeholders, including customers. The periodic press releases were essential part of PR exercises that maintained constant communication with the public and kept them updated with the Tylenol murder case and the company’s role in facilitating investigation. The risk of bad publicity can have huge long term ramifications on company’s future and adversely impact its credibility and market (Sietel, 2007). But Johnson & Johnson was able to change public