The Tylenol Murders

Step 1 – Review the case and identify the relevant facts * On September 10, 1982, Johnson & Johnson management learned that its premier product, extra- strength Tylenol capsules were loaded with cyanide and used as a murder weapon to kill six people and announced it to the public. * Tylenol- producing subsidiary, McNeil Consumer Products Company found themselves at the center of a public relations trauma in which few companies had ever experienced. * At the time of the Tylenol Murder, the product held 35% of the $1 billion analgesic market; the company was never a high profile company in regards to the media. * As soon as the news hit public, Johnson & Johnson immediately opened its doors to the media to give as much information as possible to prevent a panic. * The company did a recall of all extra strength Tylenol capsules which amounted to 31 million bottles at a cost of more than $100 million. * The company telegrammed warnings to doctors, hospitals and distributers and suspended all Tylenol advertising. * A $100,000 reward was posted for the killer or killers. * The company hoped through promising to exchange capsules for tablets, thousands of letters and trade and statements to the media would provide relief to their consumers and public. * A nationwide survey was performed that stated 87% of Tylenol users surveyed said they realized the maker of Tylenol was “not responsible” for the deaths but 61% said they were still unlikely to buy extra-strength Tylenol capsules in the future. * Johnson & Johnson launched an all out media-blitz campaign and held a video conference in New York City on November 11, 1982 to promote extra-strength Tylenol with its new triple-safety-sealed, tamper resistant package. * By the beginning of 1983, Tylenol recaptured an astounding 95% of it’s prior market share. * On February 10, 1986, another woman died taking poisoned capsules of extra-strength Tylenol. Two

References: Seitel, Fraser P "The Practice of Public Relations" Eleventh Edition. Prentice Hall 2011