Public relation is an important element in corporate management. The public relations strategies in a company can either save a company from problems or lead to severe effects on a company. Tylenol case is an important example of the importance of effective public relations in a company. The Tylenol crisis was a test not only to public relations in the company but also threatened the existence of the company.
The report on deaths related to the use of Tylenol capsules was damaging to the company. There was a report of the death of three people in Chicago followed by other death reports. The reports on the death had the potential of damaging the company’s image but the reaction from the management helped the company to overcome the challenge.
Tylenol showed strong concern for the safety of its customer. Tylenol management learned about the occurrence of the deaths related to its products through the media. After learning about the crisis, the management’s concern was not much on the company’s image but on the safety of the customers. A seven-member committee formed immediately after the crisis had the responsibility of informing the customers of the presence of poisoned Tylenol capsules in the market. The company also stopped any further production and distribution of further products and also withdrew advertisements. These actions created the image that the company was concerned about the safety of consumers and was ready to bear the cost to guarantee it.
Tylenol made good use of the media. The company used the media to keep its customers alert to the occurrence of the crisis. It launched a national alert that told the public not to use its product until the crisis was resolved. Tylenol did not ignore the public’s concern; instead, several phone lines were used to answer the concerns. Press conferences and television video feeds helped to send the company’s concerns to the public. This shows the importance of feedback to public relations.
Tylenol was ready to bear the cost. After deciding to withdraw the Tylenol capsule from the market, the company offered to replace all Tylenol capsules with Tylenol caplets. This was an important show of corporate public responsibility and helped to reconnect with its customers.
Media during the Tylenol crisis in 1982 comprised print media, such as newspapers, radio, television, and billboard. Tylenol made use of the media to its advantage. Print, radio, and television advertisements were used. Press conference helped to offer a detailed explanation of the problem. If the crisis occurred today, the internet, mobile communication, radio, and television would be used to handle the issue.
Public relations is defined in different but related ways. One definition defines public relations as the act of creating and encouraging good relations with the public. Another definition defines public relations as the act of cultivating good relations of the company with the public by use of media. All definitions emphasize the need for a good public image of a company or its products.
A university such as Harvard University has various publics that should be considered in its public relations strategy. Constituents to Harvard University include Harvard University students, students who aspire to join Harvard, Alumni students, the general public, companies, hospitals, research companies, other universities, government and non-governmental agencies, academicians, and researchers. All the public above are important to the image of the university. I think student that aspires to join Harvard University is the most important public. Harvard University attracts potential and ambitious students; the bad image of the university to these students would send the students away.