Case Studies – Crisis

In the first online lecture on crisis communication, I approach the subject from a theoretical perspective. We defined what a crisis is and analyzed the development of crises and the factors that play a relevant role in such situations.

In this second section of the learning module, we will see instances of real crises and how they were managed.

I have selected to classic examples that are frequently used as paradigms of what to do – and not to do in a crisis situation.

The Tylenol Crisis

In 1982, seven people died because they had taken Tylenol capsules that had been poisoned with cyanide. In this case study, I will analyze how Johnson & Johnson, the company behind the popular brand, dealt with the critical situation, which could have totally destroyed the trust in the company.

The Exxon-Valdez environmental catastrophe

The example of mismanagement is the response of the EXXON corporation to the environmental disaster caused by the sinking of the tanker Exxon-Valdez in the Prince William Sound (Alaska). The incident happened in 1989, 20 yeas ago! However, you can still find news about the case in the “current issues”section of ExxonMobil Web-site.

Just for curiosity, google the keyword Exxon Valdez to see the media relevance of the issue.