Rather than crafting just another blog castigating Burson for its catastrophic mishandling of the Facebook crisis, I thought I'd instead reflect on a delicious irony that seems to have gotten lost in the fray. I refer to the positively karma-like timing of the Burson crisis and the latest in a long-line of product recalls that have decimated the image of its one-time client, Johnson & Johnson.
Some 30 years ago J&J's executives, in partnership with a Burson team led by the legendary Al Tortorella, literally wrote the crisis communications handbook when consumers started dropping like flies after ingesting arsenic-tainted Tylenol tablets. They did everything right. The corporation's CEO was front and center in any and all interviews. He apologized for the mortal mistake. He grieved right along with the affected families. He even yanked ALL Tylenol products off every single store shelf. That decision was unexpected, unprecedented and unbelievably gutsy. It was also the right thing to do and it became the gold standard against which all future crisis responses were judged.
Now, juxtapose what Tortorella & team did then with what Burson, in particular, isn't doing today. Burson has delayed, obfuscated and issued terse, impersonal statements. Perhaps, most importantly, they haven't apologized for their mistakes. I don't think I'm going out on a limb to say that neither Burson, nor its erstwhile client, will be setting any new, gold standards in their management of these latter-day crises. Both are, instead, now textbook examples of how NOT to manage a crisis.
I don't know Mark Penn and his senior Burson lieutenants, so I can't comment on what they knew or when they knew it. But, their post crisis communications has been abysmal at best. One wonders why they didn't just give Al Tortorella a call?
I won't lose any sleep over Burson's blues, but I am genuinely sad for Harold Burson. He's a great man who built a great firm that was once populated by great people. He deserves much better than this.