NINE STEPS TO AVOID A PUBLIC RELATIONS DISASTER IN YOUR COMPANY (As appeared in The Nation newspaper in Bangkok, Thailand) Do you all recollect the news of Tylenol brand in 1982? One of the major worldwide consumer products companies, Johnson & Johnson, was confronted with a crisis when seven people died after taking Extra-Strength Tylenol capsule laced with cyanide. It was a huge public relations (PR) nightmare for Johnson & Johnson. However, by creating a quick public relations disaster program and fully cooperating with the media that created the public awareness and interest, Johnson and Johnson was able to recover quickly and painlessly from this crisis. Tylenol acted promptly and pulled its product off the shelves without being forced to do so by the public. The company PR department communicated openly and often with the public, and with the help of the legal authorities, initiated an investigation. Tylenol was found innocent at the conclusion of the investigation. The