Media Relations

Johnson and Johnson with Media Relations

I am going to follow JNJ'c recall of the hip replacement systems. This issue is presently all over the news. There are many tweets and both online and broadcast news updates. 

Many TV stations covered the issue. CNN and The NY Times bring bad light to the issue by providing background information about the previous Tylenol recall. JNJ didn't need to use the media to publicize the issue because it was such a big topic that media outlets all over the world were contacted. There is a link in the NY Times article that brings readers to Depuy's statement. The first line of the website reads,"DePuy makes patient safety and health a top priority and is continually evaluating data about its products, including the ASR Hip System. The ASR Hip is one of many hip implants available from DePuy Orthopaedics. Most ASR hip replacement surgeries have been successful. However, data recently received by the company shows that more people than expected who received the ASR Hip System experienced pain and other symptoms that led to a second hip replacement surgery, called a revision surgery." I think this statement sounds sincere and accurate. There is an expression of concern by providing toll free helpline.

The company stays on topic with compassion and provides more information on how to get help, "We understand that many patients are concerned by this recall. There are many different brands of hip implants available and patients may not be aware of what brand of implant they have. DePuy Orthopaedics encourages patients to check with their surgeon or hospital to determine what brand of hip implant they have received." 

There is an announcement of the hip replacement recall on the Johnson and Johnson website. It stays positive by saying the majority of hip replacement surgeries have been successful but go to your surgeon anyway to check it out. It provides statistics and positive language to deflect the severity of the issue.The executive was quoted as saying, "“We regret that this recall will be concerning for patients, their family members and surgeons,” said David Floyd, president, DePuy Orthopaedics.  “We are committed to assisting patients and health care providers by providing information through multiple channels and paying for the cost of doctor visits, tests and procedures associated with the recall."  This statement from the president was needed. However, as discussed in class, a written statement can be an occasional shortcut. 

JNJ appears to be targeted by many law firms when searching this issue on Google. When I type in Johnson and Johnson recall, there should be a JNJ website that pops up explaining the situation. Instead, I found a separate company website that explains the situation at hand. Johnson and Johnson is quoted on the website as saying,"Industry giant Johnson & Johnson and its medical device subsidiary, DePuy Orthopaedics, has recalled two acetyabular cups hip replacement systems because of their high rate of failures and new data showing a higher number of patients needing a second hip replacement. The action follows extensive reports of hip replacement pain and failures from the defective products and asks for medical and orthopaedic surgeons to monitor their patients more closely." There are links that provide the readers with news and blogs about the issue. The law firm gives the toll free number to talk to an attorney right way for easy access. 


If I were the PR person in charge of dealing with this issue I would pay extra for the JNJ website to appear on the top of the Google list to provide customers with some information. The well designed law firm websites are deceiving and lead people to believe they need a lawyer for this issue. If this occurs, JNJ could take a hard hit. 

J&J's Health's Channel: ENGAGE 2010 - Health & Wellness Conference

J&J New Media

Johnson and Johnson successfully uses social media outlets. From blogs to videos, Johnson and Johnson is all over the Internet. 


One of the ways J& J uses social media is The Johnson and Johnson corporate blog. The JNJ BTW talks about the company and updates readers on health care news. In addition, they successfully drive traffic to the company website with over 90  YouTube videos and a separate website for the Johnson and Johnson's Health Channel. The videos promote a better understanding of health. The high quality videos look like J&J put a good deal of time and effort into them. There are many Facebook groups for different J & J concerns. The JNJ Facebook Group on health care systems is a community page where members share their passion and knowledge of the issue. It gives a link to Wikipedia for more information on health care. Because it is just one click away, people can easily access new information thanks to J&J! There is also an ADHD Facebook Page that Johnson and Johnson created to help moms better take care of their children with this special need. 


Johnson and Johnson's use of social media increases the publics' reliability of the brand. Because Johnson and Johnson has created online blogs, chats, and videos, people see J&J is mindful of many family struggles and people trust their products. They are reaching out to families and helping children with special needs by providing the public with new information. Johnson and Johnson successfully use social media to link new articles, post news videos, tag new photos, blog relevant information, and create helpful pages. Thus, I think they are doing a great job of informing the public through social media. They use more than one social media outlet to appeal to their target market (families). And now more and more families trust the Internet as a tool for advice. 


I found a blog titled Eye on FDE that talked about the issue of Johnson and Johnson using social media. There are some concerns with this conservative pharmacy industry using these new media outlets. People do not think it is appropriate for the company to use this new innovative tool of reaching the public. I liked this comment about the article, "I've heard a lot about JNJ's presence online. I find it interesting that their forward-thinking approach with online endeavors has so positively impacted my perception of their overall brand. JNJ BTW helps them appear to be more transparent then your traditional Pharma brand; and the YouTube page improves the perception of JNJ as committed to educating the public on important health issues. I work for a Pharma advertising agency and I wish more companies could appreciate that bravery here can result in important benefits to the company's overall brand." This shows how people do like the social media efforts put forth by the company. 


If I were the PR person for Johnson and Johnson, I would continue to promote the company's brand through the videos, Facebook groups, and blogs. It is informative and people enjoy hearing about the company. I think people trust the company knowing it puts out so much relevant information. I found it similar to the QU Polling institute and how people trust QU because they hear the name as a news source. People want to send their children to Quinnipiac because they trust the name. Go Bobcats! Thus, people may want to buy Johnson and Johnson products because they trust the brand. After watching the J&J videos, I was impressed by the large amount of helpful videos in its library. I mean who wouldn't trust a brand that makes videos to promote living a healthy lifestyle? Check them out, I bet there are some that relate to you! 

Corporate PR Blog Introduction

Corporate PR Blog Introduction

My Blog will be about the company Johnson and Johnson, the New Jersey-based multi-national manufacturers of many products such as pharmaceutical, diagnostic, therapeutic, surgical, and biotechnology products. I selected this company because Johnson and Johnson manufactures products to improve the quality of everyday life. From band aids and shower gels to over the counter medicines, Johnson and Johnson has a variety of health products creating a huge market. 


There are so many health products made by Johnson and Johnson that a consumer might not even know they are buying a J&J label. For example, I didn't know that J&J manufactured Splenda! In fact, they produce a whole line of nutritionals such as Splenda, Lactaid, and Viactiv. The list of products goes on and on! Johnson and Johnson talks about their products, "Creating meaningful innovation in health care within the Consumer business franchise relies on a research strategy equally rooted in technology and consumer insights, in keeping with our vision: BRINGING SCIENCE TO THE ART OF HEALTHY LIVING™."visit the website of J&J to see the list of products--you won't believe it! 


Manufacturing so many products cannot be a walk in the park. There are some issues with J&J that occur from time to time. The latest issue with Johnson and Johnson was the recall of two hip aid systems at the end of August 2010. More people were in pain due to the hip products and had to follow up with surgery. Unfortunately, a CNN article affirmed another problem with J&J previous to the hip aid recall that same week. CNN reported that the FDA issued a warning to J&J for selling hip and joint products without the agency's approval. These incidents make the company look deceitful and not dependable. The reputation of the company depends on the satisfaction of the consumers....Right now there are many that are not happy. 


Dealing with the intense FDA investigations and consumer complaints, Johnson and Johnson said consumers can contact the JNJ helpline and they advise patients who received the hip systems to go to their surgeon for additional tests to evaluate the effectiveness of the implant. This is a positive way of dealing with the problem. Instead of placing blame on others or denying the issue, Johnson and Johnson are trying to offer help. 

As for improving the companies reputation, J&J PR reps better watch out for this one! On the left is 30-year old heir to the Johnson and Johnson fortune who is said to have had drug problems. I mean we cant expect much more from the daughter of a major pharmaceutical company! 


The PR practitioners for J&J face many challenges (besides the heir to the throne). There are so many products manufactured by this company that it is difficult to keep tabs on all of them as far as media publicity. This could also be looked at as a good opportunity for PR people because of the mass production of products, there are more circumstances to shine. For example, if Tylenol is recalled, then the PR person can minimize the negative with another J&J product that is doing well. I think the website does a great job of portraying a new message and theme of helping moms and children. J&J looks like they care about their consumers with the featured stories, the affectionate red color of the banner, and the sympathetic photographs on the website.