China Struggles to Repair Image > By Joe McDonald AP Business writer

Such openness has proven critical for companies that are able to recover from product liability incidents, said Harvey Hoffenberg, president of Propulsion LLC, a Connecticut-based marketing firm.

Hoffenberg pointed to Johnson & Johnson’s response to the fatal 1982 Tylenol tampering scare, widely seen as a model for how best to cope with disasters. The company’s chief executive appeared on television early in the crisis and it recalled millions of bottles of pain-reliever tablets and introduced tamperproof packaging. Tylenol emerged with a reputation for safety and reliability.

“Just being quick to respond isn’t the only thing. It has to have a real foundation for change,” Hoffenberg said. “Consumers do forget easily sometimes, but only when they’re comfortable.

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