Have you heard of the fiasco that Bausch & Lomb (B&L), the contact-lens-care company, is trying to stem? If not here’s a quick, one-sentence summary: Reports say that B&L’s ReNu MoistureLoc lens-cleaner brand caused a rare but potentially blinding cornea infection.
That’s not very good PR to say the least. As a result, B&L has now entered a state of crisis management. But how should they go about managing this crisis? I think an excellent example to follow is Johnson & Johnson’s response to the Tylenol/Cyanide scare in 1982.
However, B&L has already made mistakes that could potentially devalue its entire brand. One mistake is that the company waited three days between the time it suspended shipments of ReNu MoistureLoc and the time it actually withdrew the product from store shelves. Retailers were forced to withdraw the potentially blinding product themselves. Another mistake is that B&L used their criticized and controversial CEO, Ronald Zarrella, as the company’s spokesman. Why is he controversial? Because he was exposed for falsely claiming he held a master’s degree in business administration from New York University.
Of course hindsight is 20/20…