Tylenol, Crisis Communication Exemplar, Now in Crisis
Four for decades, Johnson & Johnson’s handling of Tylenol tampering has been a case study for teaching crisis communication. Now, Tylenol has a new crisis: addressing claims that taking the product during pregnancy causes autism.
In 1982, when poisoned Tylenol tablets caused deaths, J&J immediately told customers not to take any Tylenol product and removed all products from shelves nationwide. The company then pioneered tamper-proof packaging. A reviewer for my book Building Leadership Character suggested I mention the case. Believing it had run its course, I added it begrudgingly, but now I see the renewed significance. (Also see the 2025 Netflix show, Cold Case: The Tylenol Murders.)
The earlier situation was a “victim crisis,” in which the company had no control (Tachkova and Coombs, 2022). Students might conclude the same about the current accusation that Tylenol, now under the parent company, Kenvue, causes autism. Other types of crises are accidental and preventable. Although unlikely accidental, like a fire, students could believe the crisis is preventable—if they believe the autism link. That conclusion might be beyond the scope of a business communication class (although a useful discussion would distinguish causation and correlation). Either way, we can look at the company’s messaging as a victim crisis, given the company’s view that the claim is false.
With this premise—that the claim is false—the company’s response focuses on correcting misinformation. An apology is neither needed nor appropriate.
Here are responses for students to analyze:
Tylenol website: The homepage has a link at the top, “Have questions about recent media coverage…?” Referring to “media coverage,” the company avoids the president and politics. The link opens a page with a bunch of FAQs. The first few questions are generic, which is an important part of the company’s strategic response: to be measured—to neither elevate the claims nor dismiss them, either of which could draw more negative attention. Later FAQs are specific to autism. The company broadens the conversation to acetaminophen, implicating their competition and downplaying the focus on the Tylenol brand. Here’s the first part of the first response, which relies heavily on credibility and reputation management. However, students might question whether the “scientific” approach would work for the intended audience.
We understand the recent media coverage you’re reading may cause concern or lead to questions. We want to make sure you have the answers.
Here is what we can tell you:
Credible, independent scientific data continues to show no proven link between taking acetaminophen and autism.
Medical and public health organizations agree.
This includes:
Our best advice? Talk to your healthcare professional before taking or administering acetaminophen.
As our label says, “If pregnant or breast-feeding, talk to your healthcare professional before use.”
Your health provider is best positioned to advise whether taking this medication is appropriate based on your unique medical condition.
Instagram. Three posts, shown here, are pinned on Tylenol’s Instagram account. Comments on each image are short, and the third links to the website.
Tylenol Professional: This short page includes excerpts from the main page and is tailored for doctors.
The company also responded to a 2017 post reposted by the U.S. Department of Heath and Human Services and The White House. In a statement, Kenvue said the statement was “taken out of context" and was in response to a customer post that was deleted. The company clarified, “We recommend pregnant women do not take any over-the-counter medication, including acetaminophen, without talking to their doctor first.”
Kenvue shares bounced back a bit after hitting an all-time low. We’ll see whether the crisis communications can rebuild the brand as they did so well years ago.
Elina R. Tachkova and W. Timothy Coombs, Communicating in Extreme Crises: Lessons From the Edge, Abingdon (UK: Routledge, 2022), 35–42.