| Every corporation with a strong product line and a | | | | of turning a terrible negative into an incredible |
| strong brand name knows what it's like to go | | | | product advantage, thus enhancing brand. Now |
| through a brand crisis event. When they occur | | | | people know their product is safe, and they trust |
| they shake your company's core foundation, but | | | | it even more because the company did the right |
| you can easily turn a horrible situation into a good | | | | thing. |
| one, and there are plenty of examples and | | | | Not all Brand Crisis Management occurrences |
| corporate history of PR teams that have done | | | | turnout as great, a lot of it has to do with their |
| just that. | | | | crisis management abilities and the people on their |
| For instance, when Tylenol was found to have a | | | | communications relations and PR teams. There's |
| poisonous substance in it, the company | | | | obviously a right way and wrong way to do it. |
| immediately pulled all the Tylenol off the shelf, and | | | | Things happen a lot faster now with social |
| introduced that it would now have secured | | | | networks, twitter, and the nightly television news. |
| packaging so nothing like this could ever happen | | | | Still, with all this attention focused on your |
| again. This was great for Tylenol, but unfortunate | | | | company, and if you can get out in front of the |
| for their competition that did not have the safety, | | | | story you can turn something like this into an |
| special seals on their packaging. | | | | incredible positive and increase sales through |
| Having tamperproof products turned out to be a | | | | proper media communication. Please consider all |
| public relations bonanza for Tylenol and actually | | | | this. |
| increase sales. This of course is just one example | | | | |