Issues management and inoculation: Tylenol’s responsible dosing advertising

Abstract

Issues management developed as a long-term process interested in the continued health and success of organizations. This essay presents a contemporary issues management case that uses inoculation and a priori solutions as issues management tactics. The case study involving Johnson & Johnson’s responsible dosing campaign demonstrates that organizations perceived to have a high standard of corporate social responsibility are not above using deceptive tactics to protect their brand.