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Essay / Research Paper Abstract
This 3-page paper introduces public relations examples for a cigarette company attempting to combat negative publicity. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: AS43_MTcigsmoke.rtf
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Unformatted sample text from the term paper:
United States, there are also a variety of anti-smoking laws on the municipal and state levels. Multinational companies are also headed overseas
into developing countries to try to plug their wares there. However, in one such country, an emerging grass roots movement opposing smoking is starting to gain steam funded, in part,
by anti-tobacco activists in the United States. What PR strategy would this company take to safeguard its economic interests?
This is the type of scenario that requires crisis public relations. Perhaps the best known "crisis PR" took place in 1982, when seven people died
from cyanide-laced Tylenol capsules in the Chicago area (Zoulas). Once the connection was made between the Tylenol capsules and the deaths, Tylenol manufacturer Johnson & Johnson took the bull by
the horns and warned people not to consume the product (Zoulas). The company also recalled the product from all shelves across the United States - amounting to around 31 million
bottles and a $100 million loss (Zoulas). Also halted were advertisements for the product (Zoulas). It was a risky move but it paid off - the company today still is
praised for its positive response and appropriate reaction to the crsis (Zoulas). The reaction, in other words, was immediate - and within six months of the crisis, Johnson & Johnson
had recovered 70% of its market share for the drug (which went on to improve over time) (Zoulas). This is not to
suggest that the cigarette company needs to ban advertising or pull its product from the shelves. But it does show the necessity of a quick and decisive response to the
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