Lysol Rushes out Response for a PR Win

lysol pr campaign highlighting effective cleaning and disinfection

It was a headline most people never thought they would read: a national disinfectant brand begging consumers not to inject or otherwise ingest their products. And yet, that’s exactly where the parent company of cleaning brands Lysol and Dettol found themselves after a strange moment in a presidential press conference, during which Donald Trump talked with medical advisors about UV light and disinfectant as options to kill COVID-19. Given the nature of the exchange, the comments were framed and packaged in many different ways, leading to a wide variety of claims about the comments, some of which could have created PR challenges for disinfectant brands. Fortunately, Lysol and Dettol’s PR teams were ready with clear communication, as well as follow up comments that took advantage of the situation. Announcing that they were responding to “recent speculation” while wisely not naming any names or pointing any fingers, the company, Reckitt Benckiser, said: “As a global leader in health and hygiene products, we must be clear that under no circumstance should our disinfectant products be administered into the human body (through injection, ingestion, or any other route) …” The intentional lack of finger pointing was wise because any mention of anything political at all would have created distraction, taking the narrative away from the focus point, which was a company who didn’t ask for this spotlight, making the most of their opportunity. The company also wisely allowed researchers to frame the greater socio-political context of this conversation: that scientists are testing the effect of disinfectants on virus-laden saliva in laboratories, and that these have been found – in lab conditions, not in the human body – to kill the virus very quickly. The clear takeaway being: that these disinfectants can quickly kill the virus on surfaces and in environments where consumers live and work and play. Thus, they do what they are meant to do. This is great news for Lysol and other brands, and, because they were ready for this, they took an unexpected opportunity and made the most of it. Thrust into the spotlight, these brands were ready not only to state the obvious — do not drink or inject our products — but also to remind people that researchers have found these products to be very effective at doing the work they were designed to do. The method of earning this media may have been unusual, but the payoff is outstanding, because the brands were ready to pull the trigger on a response that allowed them to grab a piece of this narrative and insert their message into the cycle as it was happening. That timing aspect is very important to the success of this PR response. People were just beginning to see social media reactions about the comments, when Lysol and Dettol were already mobilizing their response teams and getting their messages out.

Written by

Robert Ford

Rob Ford is a Managing Partner and Executive Vice President at 5W where he leads the Corporate Communications division as well as the Crisis Communications practice and helps direct the core operations of the firm day-to-day. Rob leads a team serving clients across real estate, financial services, fintech, enterprise technology, AI, legal services, health care, and defense tech - bringing senior-level strategic thinking and hands-on campaign leadership to every engagement. At 5W, Rob shapes the firm's strategic direction across multiple dimensions: reimagining service offerings, driving AI-enablement, defining company culture and guiding principles, and sharpening the firm's digital communications and marketing. He is the architect of 5W's crisis preparedness framework and a trusted advisor to C-suite leaders on crisis readiness, response strategy, and executive media training. Rob is a crisis strategist and brand protection leader who helps high-growth and established companies navigate their most critical moments - from ransomware attacks and data breaches to government investigations, high-stakes litigation, and activist investor proxy fights. His expertise is built on a foundation that spans corporate communications, public affairs, and advocacy with experience shaping public opinion at both the local and national levels for Fortune 500 companies, trade associations, and nonprofits across industries including telecom, agriculture, biotech, retail, and defense. Rob has a Bachelor of Science degree in Business Administration from the University of Delaware.

View all articles by Robert Ford →

Reputation Recovery Examples: Successful Turnarounds

November 1, 2025

catering for a lifestyle event with elegant food displays

Social Media Agency

Digital Marketing Strategies for Lifestyle Events: A Guide for Success

May 28, 2025

a woman in a black dress smiling and holding a glass of champagne

Public Relations

Navigating Alcohol Advertising Regulations While Creating Impactful Campaigns

December 6, 2024

Get in touch

Let's build your next chapter.

Tell us what you're working on. A senior strategist will respond within one business day.

Email: info@5wpr.com
Phone: 212.999.5585
Offices: New York · HQ469 7th Avenue, Floor 8
New York, NY 10018
Miami100 SE 2nd Street, Floor 38
Miami, FL 33131
Tampa110 South 12th Street
Tampa, FL 33602

Lysol Rushes out Response for a PR Win

Related Articles

Reputation Recovery Examples: Successful Turnarounds

Digital Marketing Strategies for Lifestyle Events: A Guide for Success

Navigating Alcohol Advertising Regulations While Creating Impactful Campaigns

Let's build your next chapter.