James E. Burke

“The best way to protect the assets of this company is to protect the people who work for it.”

“The most important thing for a company is to have a set of beliefs and to stick to them.”

“Institutions, private and public, are finding it more and more difficult to get their jobs done because they are not trusted.”

“When you're dealing with a crisis, there are no degrees of honesty. There is only honesty.”

“The Tylenol crisis, as it is now known, is a story about a company that did the right thing.”

“You can't have public relations without the public.”

“A company's reputation is its most valuable asset.”

“The consumer is our boss.”

“We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services.”

“What's good for the customer is good for the company.”