PUBLIC RELATION AND EFFECTIVE

COMMUNICATIONS

COMPANY – JOHNSONS AND

JOHNSONS

SYBBA – C
GROUP NO 5
What is Public Relations?

Public relations (PR):

A communication function used
to promote mutual understanding
between an organization and its
various stakeholder groups
Why is PR Needed?

 Complex structure of Industry

 Importance of Employee Relations
 For Good Communication
 Increasing Competition
Johnson & Johnson
The world’s largest and most comprehensive
manufacturer of health care products
Founded in 1886
Headquartered in New Brunswick, New Jersey
Sales of $64 billion in 2004
200+ operating companies in 50+ countries
109,000+ employees worldwide
Customers in over 175 countries
Achievements
Achievements
Name Of Award Received By… Given By…
Six Sigma Johnson & Johnson
Consumer Products
Indian Statistical Institute
& The National Institution
India of Quality & Reliability

Industrial Safety Johnson n Johnson National Safety

Plant, Dharavi Council, Maharashtra
Award
Image Award Johnson n Johnson Ortho - Clinical
Diagnostics Division
Innovations Dept Of
India Johnson & Johnson,
Worldwide
Process Johnson & Johnson Johnson & Johnson,
Excellence Award Medical India Worldwide

Best Employers Johnson & Johnson India Hewitt

2003 Rank 4 Consumer Products Associates
Organizational Structure
Mission Statements

We Must be Good Citizens…

…Support Good Works & Charities.

We must maintain in good order the

property we are privileged to use,
protecting the environment & natural
resources.
Basic Objective

To Provide scientifically sound, High Quality

products & services to help
Heal, Cure Diseases & Improve the
Quality of Life
This was also the basic Goal that began with the
Founding of the Company in 1886
PR Dept Functions
Keep
Keep the
the Public
Public
Serve
Serve AsAs the
the Aware
Aware of of
Official
Official Channel
Channel Organization’s
Organization’s
of
of Information
Information Activities
Activities

Coordinate
Coordinate
Coordinate
Coordinate Relationships
Relationships
With
With Other
Other PR
PR With
With
Departments
Departments Stakeholders
Stakeholders

Plan
Plan and
and Collect
Collect and
and
Administer
Administer Analyze
Analyze
Information
Information Stakeholder
Stakeholder
Programs
Programs Attitudes
Attitudes
PR Activities

Brand
Brand Publicity
Publicity Media
Media Relations
Relations

Crisis
Crisis PR
PR Corporate
Corporate
Management
Management Activities
Activities Communications
Communications

Financial/
Financial/
Financial
Financial Employee
Employee
Investor
Investor
Relations
Relations Relations
Relations
Relations
Relations
What Is Brand Publicity?

Brand publicity:
The use of non-paid media
messages to deliver brand
information designed to
positively influence customers
and prospects
What Are Brand Publicity Tools?

News
News Release
Release
(Press
(Press Release)
Release)

Publicity
Publicity Direct
DirectPitch
Communication
Pitch Letter
Communication
Letter
Tools
Tools

News
News Kit
Kit (Press
(Press Kit)
Kit)
Key Part of Brand Publicity: Media Relations

Key part of brand publicity:

Media relations: Maintaining a positive
professional relationship with the media in
general or with media that specialize in
covering a specific industry
• The challenge: getting past media gatekeepers
• Editors and reporters who select (or reject)
stories for their publications or stations based
on what they think will interest their audiences
Tools for Media Relations

News
News Release
Release
Television
Television Advertisements
Advertisements
(Press
(Press Release)
Release)

Publicity
Publicity Campaign
Campaign at
at the
the Launch
Launch Of
Of
Pitch
Pitch Letter
Letter
Tools
Tools New Product
New Product

Ads
Ads In
In Different
Different Languages
Languages
What Is Corporate Communication?

Corporate communication:
High level public relations carried
out by executives who work at a
senior level in a company and advise
top management on how the
organization presents itself
Goal: to manage the image
and reputation of the organization
Three Corporate Advertising Objectives

Establish
Establish Corporate
Corporate Identity
Identity

Objectives
Objectives Advocacy
Advocacy

Demonstrating
Demonstrating Social
Social
Responsibility
Responsibility
Insight: Proactive Crisis Management

Crisis are a fact of an organization’s life.

If the Executives perform proactively that is
acting before the crisis, so as to avoid the
situation of Crisis, It can very well create a
mechanism that is free of failures and
hence a Crisis can be prevented even
before it is Born.
The
The Tylenol
Tylenol Case
Case Study
Study

• Seven people on Chicago's West Side died

mysteriously.

• Authorities determined that each of the people that

died, had ingested an Extra-Strength Tylenol capsule
laced with cyanide

• These poisonings made it necessary for Johnson &

Johnson to launch a public relations program
immediately.
ISSUES
ISSUES TO
TO BE
BE DEALT
DEALT WITH
WITH

Had to address the public about the damaged product

Had to protect the people first

Also had to protect the reputation of not only their

company but also tylenol – their most profitable product
WHAT
WHAT DID
DID JOHNSONS
JOHNSONS AND
AND JOHNSONS
JOHNSONS DO
DO

PHASE ONE:
• Johnson & Johnson's top management put customer safety first

• The company alerted consumers across the nation

• Johnson & Johnson recalled all Tylenol capsules from the market.

• Johnson & Johnson established relations with the Chicago Police,

the FBI, and the Food and Drug Administration.
WHAT
WHAT DID
DID JOHNSONS
JOHNSONS AND
AND JOHNSONS
JOHNSONS DO
DO

PHASE TWO:

The company unleashed a extensive marketing and promotional program

Tylenol capsules were reintroduced baring a new triple-seal tamper-packing

To advocate the use of Tylenol McNeil Consumer Products provided $2.50-off

coupons that were good towards the purchase of any Tylenol product.

2250 sales people were asked by Johnson & Johnson to make presentations to
people in the medical community.
Five Influencing Factors

Support & commitment from

supervisors & management
Workplace policies friendly to
program goals & objectives
Workplace culture which values
health
Program marketing efforts that reach,
preach, teach & influence
Programs designed & owned by real
people
PUBLIC
PUBLIC RELATIONS
RELATIONS DECISIONS
DECISIONS

 Johnson & Johnson top management turned to their credo for help

 Outlined the company's responsibilities to: "consumers and medical

professionals using its products, employees, the communities where its
people work and live, and its stockholders."

 The company took the decision to cooperate fully with all types of news
media.

 Created a public relations program that both protected the public

interest and was given full support by media institutions
IMPACT
IMPACT OF
OF THE
THE PR
PR ACTIVITIES
ACTIVITIES

• The company won praise for its quick and

appropriate action

• Within five months of the disaster, the company had

recovered 70% of its market share for the drug
Six Strategic Platforms
• Effectively manage program cycle
• Recognize importance of relationships
• Increase proportion of activities that affect
program infrastructure
• Create environment to support individuals &
groups
• Create empowering opportunities
• Create many program opportunities
Social Responsibilities
 Earthquake in Pakistan
 Hurricane ‘Katrina’
 HIV/AIDS
 International Disaster Relief
Organization
 Mumbai Floods
SOCIAL
SOCIAL RESPONSIBILITY
RESPONSIBILITY

 The Johnson & Johnson Family of Companies has a long-standing

commitment to the health care community.

 A shortfall of nearly half a million registered nurses as well as a serious

shortage of nursing educators over the next decade threatens to disrupt
both the quality and availability of health care services.

 To address the nursing shortage, J&J have developed a nationwide

campaign in support of the nursing profession.

 Thus, J&J is contributing to the cause by following its credo.

CONCLUSION

 They acted quickly, with complete openness about what had happened.

 They then sought to ensure that necessary measures were taken.

 They showed themselves to be prepared to bear the short term cost in

the name of consumer safety.
Final Note:

• An organization’s reputation is critical

to the strength of its relationships with
stakeholders…
• …and Public Relations is one of the
most effective MC functions to build and
maintain it
PR
Thank You
Ankit Agarwal – 121
Akshay Vasudeva – 123
Ayushman – 125
Ekta Jaisingh – 134
Sharique Zaheer – 155
Palak Agrawal – 174