Honors Theses
Date of Award
Spring 5-6-2024
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Amanda Bradshaw
Second Advisor
Deborah Hall
Third Advisor
Josie Burks
Relational Format
Dissertation/Thesis
Abstract
In 2002, the Center for Disease Control and Prevention (CDC) developed a new field of communication, called Crisis and Emergency Risk Communication (CERC). With the creation of this new field, the CDC developed a streamlined CERC guidebook in order to provide a standard for the crisis communication strategies and responses of specifically healthcare organizations, but any organization can benefit from utilizing the CERC framework. The CDC also identified six key principles of CERC, which are as follows: response time (“be first”), accuracy (“be right”), credibility (“be credible”), having empathy (“express empathy”), promotion of actions (“promote actions”), and respectfulness (“show respect”).
In a literature review, this thesis explores two case studies, the 1982 Johnson & Johnson Tylenol contamination crisis and the ongoing Johnson & Johnson talcum powder contamination crisis, through the lens of the six principles of CERC. Utilizing both a semi-structured guide and the “think aloud” interview approach, primary data was gathered qualitatively through interviews with 10 University of Mississippi integrated marketing communications students and through interviews with six communications professionals. These interviews were conducted to understand how both communications professionals and students describe the two Johnson & Johnson case studies and how the crisis response varied for each case study. Analysis of this data revealed seven themes that highlight the levels of success of Johnson & Johnson’s responses in adhering to the six CERC principles. Implications include that Johnson & Johnson’s responses to the Tylenol crisis were successful and that their responses to the talcum powder crisis were not successful.
Recommended Citation
Tibbs, Caroline, "Case Study Analysis: Exploring Johnson & Johnson's 1982 Tylenol Contamination Crisis and Ongoing Talcum Powder Crisis Through The Six Principles of Crisis and Emergency Risk Communication" (2024). Honors Theses. 3128.
https://egrove.olemiss.edu/hon_thesis/3128
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