Tylenol Case Study The discipline of public relations is a modern profession that has only been around for nearly a century; however, it has already taken on an important role in the business, government, entertainment, and non-profit sectors, including educational institutions and healthcare organizations. Public relations professionals require excellent organizational, interpersonal and communication skills and the ability to persuade the public. It is critical that public relations professionals communicate effectively with their audiences in order to establish and maintain a positive relationship. Additionally, public relations professionals must have the ability to work under pressure and effectively manage crises that could have detrimental effects on the company and the public it serves. State the purpose of the document and an overview of what will be covered in the introduction The Tylenol ordeal of 1982 has become a classic example of successful crisis management. Johnson & Johnson faced a major crisis when its main painkiller drug, extra-strength Tylenol, was discovered to have caused the deaths of seven people in Chicago, Illinois. One or more unknown suspects were reported to have taken the product from store shelves, laced it with deadly cyanide, and returned it to the shelves. As a result, seven people died and consumers lost confidence and panicked upon hearing the news of this accident. Tylenol received enormous media coverage which led to rapid communication of the event to the public. Johnson & Johnson (J&J) took a huge financial hit when it had to recall and destroy approximately $100 million worth of inventory, in addition to the loss the company suffered when the public reacted to the incident (Campbell et. al., n.d.). Tylenol's approach has been to launch the products as quickly as possible, stop production, cooperate with investigations and the media, and block any advertising or marketing of the product. Additionally, Johnson's & Johnson's took the initiative to protect and improve the packaging of their products, which allowed them to regain public trust and pioneer improved tamper-evident packaging, now used by myriad of manufacturing companies. The fatal accidents occurred between September 29 and October 1 in the year 1982 and by November Tylenol had already reintroduced the product with improved tamper-proof packaging. To regain the public's attention and trust, Johnson's & Johnson's launched a dynamic marketing campaign to introduce the product name to the public.