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September 4, 2013
Johnson & Johnson: Advisory on a Warning
We ought to note, and (courtesy of Everything PR) hereby do, the deft manner in which Johnson & Johnson has gone about advising customers about the fact that Extra Strength Tylenol contains acetaminophen, which can cause liver damage if used excessively. J&J didn't use the word "warning" in announcing its new caps for the product, nor do the words on the caps themselves: "Contains Acetaminophen. Always Read the Label." While the media referred to a "warning" from J&J, the drug firm played it as cool as possible in covering itself should a user overdo the product anyway. 

This is an example, we'd suggest, of anti-crisis communication.  It's intended to head off the misuse of a pain-killer in the gentlest, but most unmistakable, way possible. Constructive PR in action.  

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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