Resource: The Practice of Public Relations textbook, University Library, Interne

Question

Resource: The Practice of Public Relations textbook, University Library, Internet

After reading the case study: BP's Loose Lips Sink Credibility Ship (Chapter 1), please answer the following questions

1) How would you assess BP's response to the Gulf of Mexico oil spill? (Answer should be 90 to 175 words in length)

2) How could BP have prevented the damage done by its CEO spokesperson? (Answer should be 90 to 175 words in length.

3) Had you been advising (CEO Anthony) Hayward, what would you have suggested he say in response to the questions he was asked? (Provide at least 3 specific examples (Answer will need to be 260 to 350 words in length).

Explanation / Answer

1.
In the aftermath of Gulf of Mexico oil spill, BP could not estimate the magnanimity of the issue. Either it is the head office of BP or regional north Atlantic office or the partners, they all responded late when the anger from the different stakeholders broke out and brand image of BP took a nose dive. Even after responding to the problems, they underestimated the problem, predicted the time line of resolving the issue that was highly unpredictable and their CEO went on to Yacht race as a break from his duties. It shows a bit of carelessness in the approach adopted by BP. Finally, Mr. Hayward paid the price as he was relieved of his duties.

2.
BP should have prevented the damages in many ways. First, BP should include the experts and scientists that could evaluate the actual damage, daily spillage and recovery period. Accordingly, any measured statement should be issued. Second, BP should put a brave face by acknowledging the damages done to different fronts. Accordingly, they should make initiatives to control the damages. PR firms should also be engaged to regularly update the media regarding the progress made by BP in efforts to control the damage. Third, the CEO should be advised to behave according to the situation as he is being followed by the media everywhere in the world. Thus, criticism of his leisure time in Yacht race could be prevented.

3.
Before going to brief the media and stakeholders, he should take following suggestions:
a.   CEO should be advised regarding the actual damage done and daily spillage of oil in the Gulf of Mexico. Accordingly, He should carefully select his words. For example, he should give a periodic range to control the damage or similar time frame with an element of unpredictability.
b.   CEO should be advised to talk about the spillage in such a way that it should neither be away from the original damage, nor he should be saying the exact figure to increase the anger.
c.   CEO should also be advised to not to give a very rosy and quick recovery scenario as recovery becomes very difficult in such problems. Besides, the CEO can hire other agencies to control the damages and it can be updated to stakeholders.
d.   CEO should be advised to be away from media gathering or events when he is spending leisure time. It will shift away the focus of media and he could come back to work after some time without any new wrath of environmentalist and other parties.

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