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The Importance of Crisis Communication: What lessons did we learn from Tylenol and Exxon?

Szczepanik, Katharine
http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1111086836

Abstract Details

2004, Bachelor of Arts, Miami University, College of Arts and Sciences - Communication.
Organizations are finding public opinion increasingly important with the advances in technology and public access to information. Public support is especially important when handling a crisis. The public can either turn against an organization and harm its credibility and reputation, or it could provide support and assist in efforts to solve the crisis. Proper communication during a crisis is necessary to gain public support. Organizations that meet crises unprepared, such as Exxon, fail to address the importance of public perception and damage the company’s reputation. However, companies like Johnson & Johnson are proof that being prepared and being responsible for the public’s safety can enhance its credibility and its aid in financial recovery. This thesis provides an in-depth look at the important principles of crisis communication. It takes a look at the different guidelines suggested by experts in the field of public relations and takes into account examples of where these guidelines have worked. Two case studies examine the difference in how proper crisis communication can be a success and how the lack of crisis communication can be a disaster. The first case study looks at the cyanide-tampered capsules in 1982 and the response of Johnson & Johnson’s crisis team. The company’s corporate responsibility and preparation guides the crisis team through effective strategies in their communication. The second case study examines Exxon’s response to the Exxon Valdez oil spill in 1989. Despite the existence of a contingency plan, Exxon’s executives lacked the preparation and guidelines for proper crisis communication. The ignorance towards public perception and poor communication skills left the company with a tarnished reputation and legal problems that continues even today. The thesis concludes with the key components for successful crisis communication. It also emphasizes the fact that crisis communication lies beyond a written document. Crisis communication is part of a vision that works toward the purpose and goals of that organization.
Katharine Nadler (Advisor)
Mass Communications

Recommended Citations

Citations

  • Szczepanik, K. (2004). The Importance of Crisis Communication: What lessons did we learn from Tylenol and Exxon? [Undergraduate thesis, Miami University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1111086836

    APA Style (7th edition)

  • Szczepanik, Katharine. The Importance of Crisis Communication: What lessons did we learn from Tylenol and Exxon? 2004. Miami University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1111086836.

    MLA Style (8th edition)

  • Szczepanik, Katharine. "The Importance of Crisis Communication: What lessons did we learn from Tylenol and Exxon?" Undergraduate thesis, Miami University, 2004. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1111086836

    Chicago Manual of Style (17th edition)

muhonors1111086836
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© 2004, all rights reserved.
This open access ETD is published by Miami University Honors Theses and OhioLINK.