Advertising Strategy

Question Description

I’m working on a communications writing question and need a sample draft to help me learn.

Provide Strategic Recommendations for:

1. Recommend a corporation communication strategy to address the crisis or opportunity

2. Recommend a public relations advertising strategy to address the crisis or opportunity

Current Public Relations Crisis or Opportunity

Johnson & Johnson is facing thousands of lawsuits from consumers that claim their baby powder products cause cancer from asbestos contamination. Johnson & Johnson denied the contamination, despite a report from Reuters finding the company knew about the asbestos contamination since the 1970s. J&J decided to stop selling talc baby powder in the U.S. and Canada.

Long-term Impact

The Reuters article that reported on the company knowing about the contamination led to a stock selloff getting rid of $40 billion in market value in one day, creating a crisis for the company. J&J discontinuing the talc-based baby powder is increasing their reliability as a company, as stated by U.S. Representative Raja Krishnamoorthi it is “a major victory for public health”. J&J is still regarded as a reliable company, an example of this is the Covid-19 vaccine and the continual use of their other products across households.

Evaluation of Communication Strategy

Johnson & Johnson repeatedly claimed the talc products are safe and don’t cause cancer, this response was poor, there were many reports of asbestos in their products and consumers reporting cancer caused by the use of their products. Despite the evidence J&J did not take responsibility for the results of their products, worsening their image. However J&J did eventually discontinue these products in North America, something that does show some responsibility being taken. It is a step in the right direction for the company.

Use the two power points below to help formulate a public statement