1 Learn the concept
A PR campaign has typical goals and strategies a brand can execute. Good PR builds credibility, raises awareness and supports sales, because people tend to trust third-party coverage. This lesson explains these goals and strategies and how to match them to a business.
2 See it in action
- Awareness: introduce the brand to new audiences.
- Credibility: earn trust through independent coverage.
- Crisis readiness: be prepared for problems.
- Strategies: stories, events, partnerships, expert commentary.
Worked example
Drafting a short statement
Situation: a product was shipped with a mislabeled ingredient.
Statement: "We found a labeling error on batch 42. If you bought it, stop using it and contact us for a refund. We are reviewing our process so it does not happen again."
Why it works: clear action, no excuses and a promise to fix.
Check: avoid blaming others or minimizing the risk.
3 Study an example
Real-world case study
Johnson & Johnson and the 1982 Tylenol crisis
What they did. In September 1982, seven people in the Chicago area died after taking Tylenol capsules that someone had tampered with and filled with cyanide. Johnson & Johnson had not caused the tampering, yet within about a week it recalled roughly 31 million bottles, warned the public and cooperated with authorities.
What happened. The company relaunched the product in tamper-resistant packaging. Accounts say Tylenol had held about 37 percent of its market and recaptured about 32 percent within six months, though the exact numbers vary by source.
What to take away. Putting public safety ahead of short-term profit built trust. The response became a model case for crisis communication and led to tamper-resistant packaging across the industry.
Market-share figures differ between sources and are approximate.
Sources PRWeek: Tylenol scare still a model case study · PBS NewsHour: Tylenol murders, 1982
4 Apply it and download
- Choose a goal for a business.
- Match it to two strategies.
- Outline the first step.
Worksheet Media pitch template and press list trackerOpen, print or save as PDF