Bp Oil Spill
BP COMMUNICATION FAILure DURING GULF OIL SPILL CRISIS
An important component of crisis management is response. Response can include several actions such as communication with stakeholders, the public and the government. Appropriate and effective communication can minimize the distribution of incomplete and inaccurate information, reduce speculation and prevent or quell rumors. In fact, studies suggest that the message itself can affect the public’s evaluation of the company and perhaps its reputation and brand. The two principal components of crisis response are communication and rectification. (Baron, 2010) One: tell us about it; and two: make it right. Item one sounds like it should be simple, right? Wrong! In April 2010, an oil spill disaster in the Gulf tagged BP as the perfect example of how to make a bad situation worse with poor communication. Following is an explanation of recommended goals during crisis communication along with my analysis of how and why BP failed:
An event does not have to involve loss of life or property to present communications challenges. A single piece of bad news reported by the press can have serious repercussions on a business. Whether or not the firm cooperates with the media, if they feel the story is newsworthy, it will be reported. The company’s responsibility is to ensure the information reported is accurate. Being uncooperative can damage a business’ reputation, standing in the community, and credibility with customers and employees.
There are several key communications objectives to keep in mind during any crisis or problem situation:
■Demonstrate that your company is managing the situation effectively and responsibly
■Show concern for those affected
■Maintain the confidence and goodwill of employees, customers and the public
■Guard against negligent and/or inaccurate information
■Restore normal operations as soon as possible
News
An important component of crisis management is response. Response can include several actions such as communication with stakeholders, the public and the government. Appropriate and effective communication can minimize the distribution of incomplete and inaccurate information, reduce speculation and prevent or quell rumors. In fact, studies suggest that the message itself can affect the public’s evaluation of the company and perhaps its reputation and brand. The two principal components of crisis response are communication and rectification. (Baron, 2010) One: tell us about it; and two: make it right. Item one sounds like it should be simple, right? Wrong! In April 2010, an oil spill disaster in the Gulf tagged BP as the perfect example of how to make a bad situation worse with poor communication. Following is an explanation of recommended goals during crisis communication along with my analysis of how and why BP failed:
An event does not have to involve loss of life or property to present communications challenges. A single piece of bad news reported by the press can have serious repercussions on a business. Whether or not the firm cooperates with the media, if they feel the story is newsworthy, it will be reported. The company’s responsibility is to ensure the information reported is accurate. Being uncooperative can damage a business’ reputation, standing in the community, and credibility with customers and employees.
There are several key communications objectives to keep in mind during any crisis or problem situation:
■Demonstrate that your company is managing the situation effectively and responsibly
■Show concern for those affected
■Maintain the confidence and goodwill of employees, customers and the public
■Guard against negligent and/or inaccurate information
■Restore normal operations as soon as possible
News
References: Baron, D.P. (2010). Business and Its Environment (Sixth Edition), Chapter 5 Bergin, T. (2010). Analysis: BP PR blunders carry high political cost. Reuters, http://www.reuters.com/assets/print?aid=USTRE65S3JL20100629 Borde, C. (2010) BP 's Gulf Coast Oil Spill PR Blunders Offer Crisis Response Lessons. InSites, Vanguard Communications http://www.vancomm.com/insites/2010/06/bps-gulf-coast-oil-spill-pr-blunders-offer-crisis-response-lessons/ Pew Research (2010), How the Media Covered the Gulf Oil Spill Disaster. Pew Research Center, http://pewresearch.org/pubs/1707/media-coverage-analysis-gulf-oil-spill-disaster , Public Trusts Media for Oil Spill News More than Feds, BP. Pew Research Center, http://pewresearch.org/pubs/1621/trust-information-oil-spill-news-media-federal-govern... Philips, M. (2010). BP’s Photo Blockade of the Gulf Oils Spill. Newsweek, http://www.newsweek.com/2010/05/26/the-missing-oil-spill-photos.print.html Reuters (2010). Gulf beaches open despite oil spill – BP-funded ads. http://www.reuters.com/assets/print?aid=USN118816620100511 Seegert, L. (2008). Crisis Communications Tips: Stay in Control, Liz Seegert/Marketing Communications, http://www.seegertmktg.com/article_archive/crisiscommtips.html