Strategy Framework

Johnson & Johnson: the first step would be to make sure that the product is really the main reason; the company should first announce that it’s working on these cases and cooperating with all concerned departments to investigate each case (this should be done publicly).

Regarding to the resources that are available to the immediate use , we as Johnson have all the necessary resources to take immediate steps but what is more important is the time and the channel of communication , it will likely use the internal channels to communicate with all the internal employees as immediate response to the current event .

Structuring message in three directions: first one is to the consumers, as I said make it clear that we are not sure yet that the product itself was the reason of the death, secondly and in the same statement to public, there has to be a message to be delivered that the company is working with all other concerned and searching and investigating in depth and all details the cases of death.

The best communication channels for each concerned party, there will likely be a team that has already been formed for this emergency case, and this team will be in charge of communicating with all parties (consumers through mass media, board of directors through the traditional channels although there could be one part from this entity in the emergency team that was formed, the government and its concerned departments.

In such cases the following figure illustrates in general the way that a corporate responds to any crisis might occur in terms of communication and the strategy that is to take place:

 

According to this figure which clearly shows how corporations respond in any crisis, Johnson has to deal with circumstances in those regards mentioned in the first page.

Openness and immediate response publicly has to be taken as the first action to let the public feel good about the company that is , the company’s most important concern is its customers as we are dealing with drug that are being used across the country . This message should clearly and publicly be sent and delivered using all the available resources at the company’s

disposal; thereby the company can maintain its reputation which is more likely the key in terms of maintaining the market share that the company has.

An emergency team should be working around the clock to keep controlling the situation and stay in contact with all the related parties including the government departments, the hospitals, the specialists, the experts, the media, and the victims’ families   .

The company has to remove all the reasons or the potential threats , this means it has to recall any suspicious drugs in the market and not to wait until an evidence has been obtained because this would likely result is losses in all regards . This action requires immediate and around the clock communication channels that have the ability to quickly achieve the desired goal, the social media are one of the most effective tools that can be used.

Meantime, the company should assure all the consumers that this will never occur again, by acting quickly and taking all the ethical responsibilities, this also to be done by using all the available resources including the social media channels.

Let the consumers feel and believe that the company is sacrificing so many costs to ensure its consumer’s safety , this is a message should be mainly adopted and be taken care of from all the members in the corporations and this will eventually result in fast recovery for such event . 

Marwan Alshammari .