BA Thesis 301207
BA MMC: Bachelor Thesis May 3rd 2012
Laura Legarth Bjørn Andersen, exam no.: 301207
An examination of how British Petroleum communicated to their stakeholders through one of the worst oil spill ever, in April 20st 2010.
Bachelor thesis: 4120510073
Marketing and Management Communication
Summer 2012
Laura Legarth Bjørn Andersen
Exam number: 301207
Supervisor: Tom Feduik
BA MMC: Bachelor Thesis May 3rd 2012
Laura Legarth Bjørn Andersen, exam no.: 301207
Abstract
The purpose of this thesis is to discuss and examine the relevant public relations theories and strategies used when a crisis occurs, and how an organization successfully could communicate to their stakeholders.
On April 20th 2010 the Deepwater Horizon rig exploded in the Gulf of Mexico, and 11 employees of
BP were killed and 17 injured. Moreover, a massive oil spill followed and caused a large environmental damage in the sea. The Deepwater Horizon rig was owned by Transocean but it was controlled by British Petroleum. The explosion and damages afterwards were the worst in the
US history and BP was widely criticized in the media and by the public and the stakeholders, mainly because of BP’s way of handling the situation, their efforts to repair the damages made and not taking responsibility for crisis.
Therefore, the scope of this thesis will examine the crisis communication responses which BP used from the initial stage of the oil spill. Hence, the main focus will be on how British Petroleum communicated through one of the worst oil spill disasters.
Due to the scope of this thesis a definition of public relations and crisis is made in order to provide a clear understanding on why crisis communication is important for an organization. Moreover, an audience analysis is made to identify the primary and secondary stakeholders within BP and thereby examine how they are involved and communicated to after the oil spill.
Furthermore, this thesis is based on crisis communication, and it will examine and discuss
Laura Legarth Bjørn Andersen, exam no.: 301207
An examination of how British Petroleum communicated to their stakeholders through one of the worst oil spill ever, in April 20st 2010.
Bachelor thesis: 4120510073
Marketing and Management Communication
Summer 2012
Laura Legarth Bjørn Andersen
Exam number: 301207
Supervisor: Tom Feduik
BA MMC: Bachelor Thesis May 3rd 2012
Laura Legarth Bjørn Andersen, exam no.: 301207
Abstract
The purpose of this thesis is to discuss and examine the relevant public relations theories and strategies used when a crisis occurs, and how an organization successfully could communicate to their stakeholders.
On April 20th 2010 the Deepwater Horizon rig exploded in the Gulf of Mexico, and 11 employees of
BP were killed and 17 injured. Moreover, a massive oil spill followed and caused a large environmental damage in the sea. The Deepwater Horizon rig was owned by Transocean but it was controlled by British Petroleum. The explosion and damages afterwards were the worst in the
US history and BP was widely criticized in the media and by the public and the stakeholders, mainly because of BP’s way of handling the situation, their efforts to repair the damages made and not taking responsibility for crisis.
Therefore, the scope of this thesis will examine the crisis communication responses which BP used from the initial stage of the oil spill. Hence, the main focus will be on how British Petroleum communicated through one of the worst oil spill disasters.
Due to the scope of this thesis a definition of public relations and crisis is made in order to provide a clear understanding on why crisis communication is important for an organization. Moreover, an audience analysis is made to identify the primary and secondary stakeholders within BP and thereby examine how they are involved and communicated to after the oil spill.
Furthermore, this thesis is based on crisis communication, and it will examine and discuss
Cited: in Windahl & Signitzer, 2009, p.228 – Figure 11.1 Tench & Yeomans, 2009, p.230 – Table 11.1 The situational theory of publics. crisis. Furthermore, “the stakeholders who are or become more aware and active can be described as publics.”(Tench & Yeomans, 2009, p.231) powerful allies in disseminating information favorable to the organization” and “they can also discredit its reputation by revealing damaging details.”(Heath & Coombs, 2006, p.36) message should be the target audience for repairing a tarnished image.”(Seiter & Gass, 2004, p.105)