Exploring consumer response to negative publicity

Abstract

Good fortune and skill play a large part in helping a company recover from a spate of negative publicity, but the authors of this article suggest that a set of specific response strategies is the best insurance a public relations department can have against fallout from bad news. In general, negative information has more impact on consumers' attitudes than an equal dose of positive information. The authors say public relations specialists would be well advised to work hand-in-hand with their marketing counterparts at a besieged company to take responsibility publicly for problems while mounting a campaign to restore confidence in products. Their suggestions are derived from the results of a four-city survey they conducted to determine consumer attitudes toward Johnson & Johnson in the aftermath of 1982's Tylenol tampering incident. Daniel Sherrell is an assistant professor, Louisiana State University. R. Eric Reidenbach is an associate professor, University of Mississippi. Ellen Moore is an assistant professor at Winthrop College. Jay Wagle is an assistant professor at Northern Illinois University. Thaddeus Spratlin is a professor at the University of Washington.