When it comes to crisis management, she stressed that it's not an exact science, that it's hard to pick apart post-analyses, and that one CM's experience is very different from another. She chose to use Tylenol as a key example of correct response to crisis. Back in 1982, a killer inserted cyanide into Tylenol bottles, thus murdering several people. Tylenol wasn't at fault, but the company reacted correctly by pulling all bottles from the shelves, recalling the product, adding tamper-resistant packaging, and discounting prices after the fact. The company's quick action restored the trust of the consumers.
Who did it wrong? BP. That company shirked responsibility, waited two days before making a statement, lied about the extent of the damage, and failed to execute a clear clean-up plan fast enough.
In a crisis, whether it's in game or in real life, the key is to prepare in advance.