Mylan EpiPen Case Study
During my time at Auburn, I took a course that showed in depth how certain public relations campaigns can damage the reputation of individuals and the companies they work for, depending on how they handle certain crises. In the case of the Mylan EpiPen, I researched the controversy surrounding the company in the past couple of years that have put the spotlight on CEO Heather Bresch in a negative light.
Mylan is a global healthcare company that offers generic and brand-name products in 165 countries with over 7,500 pharmaceuticals. Mylan has recently been in the spotlight for raising the price of the EpiPen, a life-saving allergy medicine, over 550 percent over the past eight years. Those who need the EpiPen in their daily lives see this stunt as a greedy way for the company to make more money because they know they can sell the EpiPen at high costs and individuals will still buy it because it is a necessity. The negative backlash from the public made Mylan and their CEO turn defensive and once the controversy had spiraled out of control, steps were taken to produce a more affordable replica of the life-saving device.
In this case study, I talk about the case in-depth, how the company handled the situation and how they could have handled it better from a public relations perspective, and my thoughts on the controversy at hand.
Justine Sacco Case Study
If you've ever had a Twitter or just keep up with social media in general, you've probably seen or heard about the infamous tweet that destroyed Justine Sacco's reputation and ended her public relations career.
On Dec. 20, 2013, Sacco tweeted a spur of racist tweets before her flight to visit family in Cape Town, South Africa that sparked mayhem worldwide. Before Sacco's 11-hour flight, she tweeted "Chilly - cucumber sandwiches - bad teeth. Back in London!" and "Going to Africa. Hope I don't get AIDS. Just Kidding. I'm white!" Having only 170 followers at the time, Sacco didn't think anything of the tweets and certainly didn't expect to have the entire world against her when she landed in South Africa.
In this case study, I discuss the details behind the tweets, Sacco's side of the ordeal, how it has affected her life and career, and my thoughts on the controversy.