The document discusses Johnson & Johnson's response to a 1982 Tylenol crisis where cyanide-laced tablets killed 7 people in Chicago. J&J reacted with compassion, urgency and honesty. They portrayed themselves as victims along with consumers. J&J vowed to resolve the issue while keeping the media and consumers informed and involved, following their credibility-focused approach. This response saved the company's future and lives by contrast to how others in their situation had responded previously.