Pr Case Study

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Communication Arts Department


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July 12, 2012

1/9 I. Background Information/ Additional Perspectives
Johnson & Johnson: Tylenol Tylenol known as a kind of pain reliever also known as Acetaminophen and it may be used even without physician’s prescription. This pain reliever became controversial when an issue involving seven death people, cyanide, and Johnson & Johnson broke out on September 1982. In print, more than 125, 000 stories appeared describing the said issue. Johnson & Johnson is well-known industry in terms of health, medical devices, biological studies and pharmaceutical field. Way back on1960’s , Tylenol ended the almost a score dominance of P&G’s Crest toothpaste after being recognized as biggest-selling item in drug, food, and mass merchandising outlets. Focusing with the 1982 Johnson & Johnson’s Tylenol issue, many business analysts predicted that the said issue would be detrimental for Johnson & Johnson’s perception from the public. In print media alone, 125,000 stories published regarding the Tylenol issue. Due to that eventuality, Johnson & Johnson decided to recoil the product within just six months to reclaim 30 % of the market. In spite of being sensational, suspects 2/9 had not been caught. Good thing for Johnson & Johnson was they able to adopt the principle of “consumer first, before anything else.” giving emphasis on the welfare of their consumers. In that view, the Tylenol issue did not put them to death but to credibility and eligibility to the eyes of the public.
Exxon Valdez The controversy regarding the tanker Exxon Valdez spilled more than 10 million…...

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