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Leading
The first technique that Tylenol used to diffuse the crisis was communication related and was actually based on the attitude of the management. Instead of denying the crisis and taking steps to hide it, the management decided to immediately address the problem, accept responsibility and communicate this state of fact to its consumers. This meant that the customers immediately felt that they were not dealing with a rapacious company here, willing to go to all length for obtaining profit, but with an honest incident that could be worked out.
Further more, the company was keen to use all kinds of communication means, from media to PR and advertising companies to constantly let the audience know what Johnson & Johnson planned to do and what its strategy was. Besides pres conferences at the company's headquarters, communication included a 1-800 hot line for customers to call in and report any potential new victims or problems with Tylenol, a toll free line for the news agencies and media organizations to be able to call and receive fresh news on the situation etc. As we can see, the company not only didn't hide from allegations, but took a proactive approach into being constantly in contact with its shareholders, from customers to media.
Obviously, the challenge that Tylenol faced was huge, because media dissemination meant extremely bad publicity for the company. As such, this can be considered to be the foremost factor of motivation for the individuals and Johnson & Johnson. However, this obviously goes hand in hand with the purpose of the campaign, that of clearing the Johnson & Johnson name and, even more importantly, of convincing the shareholders that the company's hand in the matter was virtually non-existent and that this was in fact a terrorist matter.
Bibliography
1. Grazier, Peter. January 1998. Team Motivation. El Network. On the Internet at http://www.teambuildinginc.com/article_teammotivation.htm.Last retrieved on September 11, 2007
2. Crisis Communication Strategies. Case Study: The Johnson & Johnson Tylenol Crisis. On the Internet at http://www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htm.Last retrieved on September 11, 2007
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