In October of 1982, someone began to put poison into Tylenol bottles, and seven deaths resulted. Johnson & Johnson, the owner of the brand, responded immediately and aggressively to the consumer reaction, and the response has become a model for corporate crisis managers, and a famous "case study" at Harvard Business School. Commentary on the episode has always focused on the company's decision to put the public interest first. One historian of the crises wrote: "The public relations decisions made as a result of the Tylenol crisis, arrived in two phases. The first phase was the actual handling of the...