TOPIC : TYLENOL TALE CRISIS

Logo Johnson & Johnson

Why did the event happen? What was the cause triggering the event?
The case began in September 1982, where tylenol which is one Johson & Johson products contaminated by cyanide and left seven people died in Chicago. The case of the death of the consumer is a horrendous tragedy and extraordinary spotlight by the media and the American public. This was followed on various reports and news about 250 deaths and illnesses as a result of taking Tylenol capsules.
It is unfortunate, the large enterprises and reliable class Johson & Johson with pain medication flagship product sales level is very large it is rumored that the drug is not safe because contaminated by cyanide. If related to the theory, the issue will arise when there is a gap or gaps between the expectations of the public with the activities of the organization. This is what triggered the crisis in this company.
So the case of Johson & Johson is due to the issue of the presence of cyanide that has been mixed in the Tylenol capsules resulting in death in some people in Chicago. This issue makes the company got a lot of negative publicity from the media, and certainly cause concern and panic many people. In these conditions the company can be called a crisis.
If this situation continues, will produce a negative impact on the company. The issue that continues to circulate in the community the USA regarding toxic cyanide manufactured products, coupled with the spread media coverage, the opportunity to reduce the image and reputation of the company to decline, which will lead to a condition not conducive to the company.



Explain the case by making issue lifecycle!
Type of issue in the case of Johson & Johson on its Tylenol products classified as (Kriyantono, 2012, p. 159):
• The issue of universal, universal issues are issues that affect many people directly, is general and could potentially affect personally. Issues on the company Johnson & Johnson called universal issues as it relates to the interests and safety of many people. The issue of Tylenol capsules not only affect people who have consumed but the party or the other communities also pay attention to this issue, even causing many people to be afraid of taking pain medications that sort with Tylenol capsules.
• Issues defensive, defensive issues are issues that tend posed a threat to the organization, so organizations must defend themselves so as not to suffer huge losses. Issues on the company Johson & Johson called defensive issues for the issue of its Tylenol products have caused a major threat to the survival of the company, namely the emergence of a sense of public concern, the loss of public confidence, as well as the loss of material in the form of millions of dollars.
Tylenol case in Johnson & Johnson company can be categorized into several stages issues. According regester and Larkin (2008) stages of the issue is:

• Phase origin (potential stage).

At this stage, a person or group of people expressing concern on the issue and provide an opinion. In the case of Tylenol, the first stage is marked by the release of the news of the death of seven people in Chicago who allegedly because the Tylenol capsules contained cyanide. Then followed by a variety of reports in the media about 250 deaths and illnesses as a result of taking Tylenol capsules.

• Phase mediation and amplifying (imminent stage / emerging)

At this stage, the issue developed because these issues have had public support, which is a group of people who support each other and pay attention to these issues. In the article I read about the Tylenol case, I do not find the mediation session.

• Phase organization (current stage and critical stage)

At this stage, the public has begun to organize themselves and form networks. In tahapcurrent stage, evolving issues are becoming more popular because of the mass media proclaimed repeatedly with high escalation. This stage occurs when a lot of media reports about the deaths of Chicago as a result of taking Tylenol capsules containing cyanide. In case I do not find the Tylenol critical stage stage, because on the contrary Tylenol later received support from the Wall Street Journal who wrote “the company chose to take a big loss than expose people to the risk of further”. That is, the company Johnson & Johnson have the full support of the media because of his actions are correct that choose to withdraw all Tylenol capsules products from the market in order to maintain public safety. So do not be surprised if there is no criticism or opposition to, in fact many people who support this company.

• Phase resolution (dormant stage)

At this stage, basically the company can address the issue properly (at least, the public is satisfied that the questions surrounding the issue “can be missed”, the news media began to decline, so the issue is assumed to have come to an end). In the case of Tylenol, this stage occurs when American society, including the media which is usually very critical, praised the steps taken by Johnson & Johnson to prioritize public safety. Then Johnson & Johnson bounced back in business and continue to launch new product packaging and Tylenol with award winning Silver Anvil Award from the Public Relations Society of America for the best handling of the crisis that occurred in the company of Johnson & Johnson’s.

The type of crisis that occurred in the company Johson & Johson is malevonce crisis and the crisis of the product.
Malevonce crisis occurs when a person or group of people have a desire to undermine or jeopardize the organization, such as sabotage (Kriyantono, 2012, p. 177). Thus, the crisis experienced by the company Johson & Johson is malevonce crisis because the crisis is caused by human activity that is either inadvertently or intentionally been mixing cyanide in Tylenol drug during the production process resulting in a fatal impact that the death that killed seven people in Chicago which is then followed by 250 deaths and illness due to consumption of Tylenol. This crisis is not only harmful to the company in terms of reputation but also materially, the company suffered losses of up to millions of dollars.
On the other hand the product crisis also occurred in this company. Because obviously, at the beginning of this case arises, concerns were raised is the product of Johnson & Johnson, which is Tylenol contaminated by toxins.

What did the company do/respon with the event? Based on the outcame, was it proper respond?
Of the cases that have been experienced by Johson & Johson Tylenol its related products, there are some efforts that have been made to overcome the problems, namely:
Johson & Johson pull all the sales and marketing of Tylenol in America.
Johson & Johson tested against eight million tablets of Tylenol capsules, but in fact no more than 75 tablets were contaminated. Johson & Johson spend money up to half a million dollars for the hospital treatment of the victims were poisoned Tylenol as a form of enterprise.
Johson & Johson rise up and launch and market their back Tylenol capsules with new packaging.
The response has made the company Johson & Johson been effective in dealing with the crisis. This is evident from the rapid response of the response made by the company when it came the news that Tylenol, pain medication the company produced contaminated with cyanide, the company swiftly immediately stop and retract Tylenol sales throughout the Americas region so that there is no loss of life again. Besides itupihak company also conducted tests on as many as eight million Tylenol but it proved to be contaminated with cyanide that no more than 75 tablets. Even so, the company did not escape the responsibility to the victims, the company bear the cost of hospital care and treatment of victims. Response by the company in dealing with the crisis very well because, the company is more concerned with public safety than the losses suffered by the company. So the public then sympathetic and return to the company believe in Tylenol Tylenol dare to market with new packaging. The most persuasive evidence that the company Johson & Johson has been very good in handling the crisis is Johson & Johson won the Silver Anvil Award from the Public Relations Society of America for crisis management.

Conclusion
As for some of the lessons from the case of Tylenol, among others:
1. Company Johson & Johson have applied the principle of worst-case scenario possible. This has become one of the keys to success in handling the crisis because the company applies the principle of the worst case scenario willingly suffered a loss in numbers large enough to save the victims who consume the drug as well as attracting circulation Tylenol.
2. Company Johson & Johson has responded quickly and response, as evidenced when the news of the seven residents of Chicago who potassium cyanide poisoning from consuming Tylenol capsules, the company pulled all Tylenol sales and immediately tested against eight million Tylenol capsules associated with potassium cyanide .
3. The company has a principled Johson & Johson save the public interest. This is evident when the company did not hesitate to spend millions of dollars to pay for the care and treatment of victims of potassium cyanide poisoning. This means that the company is promoting the public interest rather than the company’s losses.
4. Johson & Johson already have a crisis communications plan. This is evident when the news about seven citizens of Chicago by drinking cyanide poisoning of Tylenol capsules, the company immediately give notice to the public that the company will draw all sales of Tylenol. In addition, the company also went to the FDA to conduct a trial of eight million Tylenol capsules associated with potassium cyanide. The shape of the flow of information in the form of announcements and cooperation with some of the parties can be regarded as a crisis communication efforts.

5. The company has Johson & Johson wise to approach communication with law approach. As we know that the case with this company Relating to the safety of Humans, where human safety is certainly related to the legal process. Based on that any mistake surely must be accounted for. The company Also has to fulfill the responsibility by financing the hospital care of victims and conduct of all Tylenol products containing potassium cyanide.
6. Company Johson & Johson has done an outstanding response in addressing the crisis Relating to the safety of many people. Therefore, the company is Able to conduct crisis management. No wonder the media and society put enormous sympathy for the company. Because of the Alertness in the handling of the crisis, the company has won the Anvil Award from the Public Relations Society of America.

References
Kriyantono, R. (2012). Public relations & crisis management: Pendekatan critical public relations etnografi kritis & kualitatif. Jakarta: Prenada Media Group.