Johnson & Johnson in 1982 was hit by a crisis that could have destroyed the company. Several people died after taking cyanide-laced Tylenol capsules, sending the public into panic. For many brands, such a disaster would have been the end, but Johnson & Johnson responded swiftly and decisively. Instead of deflecting blame or staying silent, they pulled every Tylenol bottle off the shelves, issued clear communications to the public, and cooperated fully with authorities.
This bold, transparent PR response did more than just save lives, it saved the company’s reputation. Johnson & Johnson’s proactive approach allowed the brand to recover and regain the public’s trust. The incident remains a textbook example of how good PR can turn a crisis into a comeback.
Types of Crisis Management
Effective crisis management doesn’t just rely on a one-size-fits-all solution. Depending on the situation, different strategies are used:
1. Proactive Crisis Management: This approach anticipates potential crises and prepares a response plan in advance. By being ready, a brand can minimize damage.
2. Reactive Crisis Management: Here, PR teams act once the crisis occurs. Swift action is required to contain and mitigate the damage, as in the Johnson & Johnson case.
3. Strategic Silence: Sometimes, the best move is to stay silent. If a crisis doesn’t threaten a brand’s long-term reputation or is exaggerated, remaining quiet can avoid drawing unnecessary attention. However, this strategy can backfire if misjudged.
Knowing When to Respond
One critical aspect of PR crisis management is deciding whether to respond or not. Not every crisis demands a public response. Weighing the pros and cons of engaging with the public or staying silent is key to successful damage control. If done right, a well-timed response can calm the storm, but a misstep can worsen the situation.
Burna Boy vs. Coachella – Reputation Management at Play
In 2019, Burna Boy found himself at the center of a heated public debate after he criticized Coachella for displaying his name in smaller fonts on their festival lineup. Declaring himself the “African Giant,” Burna’s social media outburst drew mixed reactions, with some calling him arrogant, while others celebrated his confidence and pride in African representation.
Though this wasn’t a full-blown crisis, it was a significant moment for Burna Boy’s personal brand. His bold move was seen as a turning point that could either tarnish or strengthen his image. However, rather than let the controversy damage his career, Burna Boy and his team strategically turned the situation into an opportunity. He released an album titled African Giant, which went on to earn critical acclaim and even a Grammy nomination. His response was calculated, aligning with his brand narrative of self-assurance and cultural pride. This exemplifies reputation management, where a potentially damaging situation is spun into a brand-strengthening move.
2Baba’s Protest Incident – Crisis Averted with Strategic PR
In contrast, the 2017 incident involving Nigerian music icon 2Baba (formerly 2Face Idibia) had the potential to escalate into a much more severe crisis. The artist had announced plans to lead a mass protest against the government’s handling of the economy, sparking widespread public and media interest. As the date of the protest drew near, tensions rose, and there were concerns that the event could lead to unrest or even a boycott of 2Baba’s music by certain segments of the population.
Unlike Burna Boy’s case, this situation had moved beyond simple reputation management and was on the verge of becoming a full-blown crisis. However, through careful PR and communications, 2Baba and his team managed to de-escalate the situation by canceling the protest and issuing a carefully worded statement explaining his reasons, emphasizing the safety of Nigerian citizens as the priority. By stepping back and addressing the public’s concerns through well-executed crisis communications, 2Baba was able to avoid long-term damage to his brand.
The Lesson: Knowing the Difference Between Reputation and Crisis Management
These two cases highlight the delicate balance that PR professionals must strike between managing reputations and averting crises. Burna Boy’s approach worked because it fit his personal brand and was managed as a reputation issue. In contrast, 2Baba’s situation had the potential to escalate into a full crisis, but quick and strategic PR intervention allowed him to control the narrative before any significant damage occurred.
Understanding the stage of a situation—whether it’s an issue, an incident, or a crisis is key to developing an appropriate PR response. Not every controversy requires full crisis management; sometimes, reputation management is enough. But as seen in 2Baba’s case, when a situation threatens to escalate, a well-crafted crisis communication strategy is essential.
Erisco Foods – A Lesson in Crisis Perception
In contrast, Erisco Foods’ handling of their 2023 PR crisis provides valuable insights into how public perception can shape the outcome of a crisis. The situation began when a consumer shared concerns on social media about the sweetness of Erisco’s Nagiko Tomato Mix Paste. Instead of responding with empathy or clarity, the company’s reaction was perceived as defensive. Reports emerged that the consumer was allegedly arrested, further escalating public scrutiny.
Many felt that the company missed an opportunity to connect with its audience. Instead of diffusing the issue, their response led to a widespread perception that they were being heavy-handed. This approach, in the eyes of the public, could have been handled with more transparency and a softer touch.
While Erisco’s response may not have been intended to create a backlash, the absence of empathy and engagement was seen as a contributing factor to the negative perceptions that followed. This underscores the importance of understanding audience emotions during a crisis and responding with care.
In conclusion, crisis management in PR is about more than just damage control—it’s about telling the right story at the right time. Whether it’s Burna Boy turning a controversy into a win, or Erisco Foods facing public scrutiny, the stakes are high. Knowing when to respond, how to frame the narrative, and what strategy to deploy is crucial for both famous individuals and brands.
At Prime88 Concepts, we help businesses navigate these turbulent moments by crafting strategic crisis management plans that save reputations. To learn more check out our blog post on like personal branding & reputation building lessons from Tunde Onakoya. PR can make or break you let’s ensure it works in your favor.
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