The Gulf Coast Oil Spill and Lessons in Crisis Communications

As oil continues to pour into the Gulf Coast, damaging human and environmental welfare in incomprehensible ways, we try to think of the positive lessons that have emerged from this tragedy.

Some of these lessons come from looking into our personal use of petroleum (the demand that drives offshore drilling), some of them come from watching how our governmental leaders respond to this national misfortune (perhaps with energy policy?), and others come from the actions and words of the responsible parties.

BP recently launched the following ad campaign in an attempt to reassure our nation that they “will make this right”:

Unfortunately for BP, the campaign has received widespread criticism due in large part to the general lack of credibility that BP has accumulated.  Inaccurate estimates, failed attempts to quell the oil flow, $5,000 settlements to keep residents from suing, and courtroom battles have all contributed to public mistrust of BP.

The ad campaign reinforces negative public sentiment toward the company because its message does not align with BP’s actions to date.

On top of the cost of cleanup, BP has suffered both stock and reputational losses and its image as a “green” company publicly terminated following its removal from the NASDAQ OMX CRD Global Sustainability 50 Index.  BP need not suffer to this extent; companies in the oil industry have dealt with oil spills of various sizes in the past.  The differentiating factor may not be the crisis itself, but how the company responds.

Lessons in crisis communications:*