One of the most famous cases of crisis management occurred in 1982 when Johnson and Johnson were forced to recall its popular pain reliever – Tylenol. The reason they had to do so was that someone was tampering with bottles of Tylenol in the stores and inserting Cyanide into them, resulting in seven deaths within a short period.
Johnson and Johnson in retrospect saved their brand by pulling the product off the shelves and informing the American people of what had transpired. The fact that they chose to lose 100 million dollars by destroying 30 million pills and avoid additional poisonings, established Johnson and Johnson as a company that cares about the well-being of their customers – a title the company enjoys even thirty years later. The Tylenol poisonings essentially introduced the temper proof packaging for food and drugs in the U.S..
Crisis management has changed quite a bit with the advancement of technology. Major companies used to depend on journalists and newspapers in order to remain in contact with their customers. Businesses both large and small are now using popular social networks such as Youtube and Twitter in order to reach their customers both in on a day-to-day basis and in cases of “brand emergency”. Earlier in the year, Domino’s Pizza used Twitter and Youtube to express their concern and answer the public’s questions as a response to disturbing videos former employees had made in a Dominos store in North Carolina.
The practice of reputation management (both online and offline) is something that most companies engage in on a day-to-day basis as opposed to times of crisis. Large companies spend a considerable amount of time and money monitoring what the public thinks of their brand and they are ready to spend even more resources if they feel that positive public perception is the missing ingredient that could lead to additional revenue down the line.
In online reputation management, sheer presence can make quite a bit of difference. Owning your own domain name and establishing a strong Google CV is critical so that people who search for a business or a professional could actually find who they are looking for as opposed to someone with ill intentions that is looking to take advantage of a company name that he or she has nothing to do with.