Effective Communication Case Study
Communication can be defined as the act of transmitting information. Effective communication is a two way process. Information that flows back and forth between sender and receiver is considered effective (Clark 2003). For example, an organization communicates to their publics and then begins to look for feedback from their customers to ensure that everyone understands the message. Sometimes the feedback is not verbal and organizations can only measure the effectiveness by analyzing consumers' actions (Clark 2003). Some companies have a great understanding of their customers and excel with effective communication. One such company is Johnson & Johnson. The purpose of this paper is to present a …show more content…
The company used the news media to make sure the company was not to blame for a terrorist outside of the company using their product to kill people. To ensure the public got this message the company offered a thousand dollar reward for any info on the terrorist. Johnson & Johnson did everything they could to get the word out about the crisis going as far as to create a crisis hotline. Consumers could call the hotline to get the latest information about the product recall. Two months after the Tylenol recall, Johnson & Johnson got their products back on store shelves (Rehak, 2002). The product was reintroduced in a new triple seal package (Rehak, 2002). Tylenol was the first product to comply with the new FDA regulations on tamper-resistant packaging that is now required on all over the counter human drugs and the cosmetic products (Susi, 2002). Through media releases and commercial advertisements, Johnson & Johnson motivated consumers to buy only over the counter drugs that had the new safety measures. The message was received by the company's publics because with in a year Johnson & Johnson reclaimed 30% of the market share (Rehak, 2002). Before the crisis Johnson & Johnson controlled 37% of the $1.2 billion market and during the crisis dropped down to just 7% following the crisis (Rehak, 2002).
The internal publics of Johnson & Johnson consist of all the