From 1982 to 2025: Tylenol & Effective Crisis PR

By: Cloe Di Giulio

The 1982 Tylenol Poisonings are known as one of the most notable cases of effective crisis PR. After seven people tragically died from consuming poisoned Tylenol capsules, panic arose around the company as a whole. In prioritizing consumer safety, the company immediately warned people to stop taking Tylenol until a solution could be found, communicating its message through media outlets. Additionally, millions of dollars’ worth of medicine was recalled, and a 1-800 hotline was created to receive customer concerns. The way in which this disaster was handled was incredibly effective in recovering consumer trust, and it later became a standard for how organizations should deal with such crises (The University of Oklahoma). 

When President Donald Trump announced on Monday, with no scientific evidence, that the consumption of Tylenol during pregnancy is linked to the risk of autism, the company had to once again exercise its skills in effective crisis communication. Within hours of Trump’s announcement, Tylenol rushed to release statements throughout its social media accounts, exhibiting data and scientific evidence that disproved the President’s claim that acetaminophen is associated with autism (PR Week). The company also placed an FAQ section on the front page of its official website, providing answers to any general safety questions, including one regarding the relationship between acetaminophen and autism (PR Week).

Overall, Tylenol has demonstrated a strong track record of responding to crises effectively, taking all the appropriate steps in order to reduce negative attitudes and increase trust in the company. 

In this most recent crisis, Tylenol asserted its credibility and trustworthiness by providing a constant flow of information on multiple platforms. The company became accessible to any concerns that consumers may have, communicating transparently with its public, and sending consistent and straightforward messages. Most importantly, the company carried out these strategic steps by maintaining its focus on the science behind its products, rather than placing attention on the White House's baseless claims.