Tylenol’s Crisis Tests Crisis Communications Playbook, Says Lori Russo
Here is what you will learn from this article:
How Lori Russo of Stanton Communications would structure a crisis response for Tylenol grounded in science, credible spokespeople, and rapid media engagement.
What the press, medical experts, and international health organizations are saying in response to White House claims linking Tylenol to autism.
How consumer trust and social media dynamics are shaping the narrative, and what communicators can learn about defending credibility in a misinformation-driven environment.
When President Donald Trump and HHS Secretary Robert F. Kennedy Jr. linked Tylenol use during pregnancy to autism in a White House announcement, it set off a storm of headlines, expert rebuttals, and consumer questions. For Lori Russo, President of Stanton Communications, the unfolding controversy illustrates both the high stakes of crisis communications and the necessity of a disciplined, science-driven response.
Russo, who also serves as a managing partner at Joe Communications GmbH and Melius Communication, has advised companies across technology, consumer products, and professional services sectors. In an interview with CommPRO, she stressed the importance of starting with the facts before responding.
“The first critical step would be to gather and thoroughly review the study serving as the foundation for the announcement,” Russo said. “Scientific due diligence would be essential in a situation like this, as it would inform every subsequent action we would take and allow us to challenge any misinformation with credible, evidence-based arguments.”
The White House and Scientific Backlash
On September 22, Trump urged pregnant women to “fight like hell not to take” Tylenol. The FDA followed by signaling it would notify doctors of potential concerns about acetaminophen use in pregnancy.
Medical experts immediately pushed back. FDA Commissioner Martin Makary clarified no causal link had been established, the Coalition of Autism Scientists dismissed the claims as unsupported, and a Swedish study of 2.5 million births found no connection when comparing siblings.
The American College of Obstetricians and Gynecologists called Trump’s remarks “highly concerning” and “irresponsible”, while health authorities in the UK and WHO reiterated that paracetamol remains the safest painkiller during pregnancy.
Building a Science-First Crisis Response
Russo emphasized the importance of drawing on internal expertise and external validation.
“To effectively navigate this situation, it would be important to collaborate with the Crisis Management Team, executive leadership, and the scientists who can evaluate the validity of the claims,” she explained. “With the facts in-hand, the next step would be to develop clear, compelling messaging defending the safety of Tylenol, supported by scientific evidence.”
That messaging, she noted, must be paired with visible leadership.
“It’s critical to identify a credible spokesperson who is knowledgeable, articulate, and prepared through rigorous mock interviews,” Russo said. “We would also seek independent experts or organizations to publicly support our perspective. Third-party validation from respected scientists or medical groups would lend additional credibility to our message.”
Russo added that rapid outreach to major news outlets and op-ed placements from leadership would be crucial to controlling the narrative.
Consumer and Social Media Response
Despite the controversy, Tylenol’s core consumer base remains steady. According to Numerator data, 93 percent of acetaminophen buyers plan to continue purchasing the product, while 92 percent say they still find the brand trustworthy. Nearly half of aware consumers said the news does not change their usage.
Social media, however, has amplified confusion. The White House resurfaced a 2017 Tylenol tweet about pregnancy usage, which went viral after being reposted and challenged. Users circulated the old post, forcing Tylenol to clarify its stance. The back-and-forth drew widespread commentary from medical experts, including a Harvard double doctorate who publicly rejected Trump’s claim.
Media intelligence platform Truescope's analysis of social media shows a clear pattern: misinformation spikes quickly on social platforms, and companies must be ready to engage, clarify, and pivot.
“Timely media engagement would be essential for shaping the narrative and reassuring the public,” Russo stressed. “We would monitor media coverage and social chatter closely, tracking sentiment and expert commentary so we could adapt our strategy in real time.”
For communicators, the Tylenol controversy underscores the need for rapid fact-checking, credible messengers, and transparency. As Russo put it, “A company must be prepared to defend itself with the truth, told well and supported by science. In moments like this, credibility is the most important currency.”
