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[object Object],[object Object]
 
why should you listen? ,[object Object]
clients ranging from Microsoft to MTV and the President of the Republic of Lithuania
competence areas – media relations, online communication, strategic communication
science? ,[object Object]
PhD candidate (from 2003 – still in the process... :)
3 (?) hours of boredom (?) ,[object Object]
2 nd  case – defend your story, no matter what
PR lab – workgroups (public presentation)
a brake
3 rd  case – theory works, numbers prove it
4 th  case – hydron collider? no,  our  case
Case I Johnson & Johnson Tylenol crisis
Case I Johnson & Johnson Tylenol crisis
facts ,[object Object]
US, TOP over-the-counter product
= 19% profits of Johnson & Johsnon Q1-Q3 in 1982
37% US market share http://bbcorporateprclass.blogspot.com/2009/11/corporate-crisis.html
fire! ,[object Object]
response? ,[object Object]
an accident – we will take measures
unfair competition
It's not us – something else to blame (nothing related to Tylenol)
they lie
...
[object Object],[object Object]
the team's strategy guidance ,[object Object]
How do we save this product? ,[object Object]
stopping the production and advertising of Tylenol, withdrawing all Tylenol capsules from the store shelves
minimizing the bad ,[object Object]
two news clipping services found over 125,000 news clippings on the Tylenol story
one of the services claimed that this story had been given the widest US news coverage since the assassination of President John F. Kennedy
response? ,[object Object]
an accident – we will take measures
unfair competition

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Editor's Notes

  1. Foto - http://www.flickr.com/photos/whatmegsaid/3223533904/
  2. http://www.flickr.com/photos/alexragone/3819729870/