BPs Recovery Campaign Image Restoration The Crisis Management

BP’s Recovery Campaign Image Restoration

The Crisis Management Life Cycle • Proactive Phase- constantly watching for potential • • • problems and taking action to diffuse (environmental scanning) Strategic Phase- an issue has become an emerging conflict and needs concerted action by PR pros and other company management Reactive Phase– carrying out a crisis management plan to deal with the crisis in the best possible way Recovery Phase- in the aftermath of a crisis, the organization should employ strategies either to bolster or repair its reputation in the eyes of key publics

Image Restoration Strategies • Denial or shift the blame • Evade responsibility- good intentions went awry; it was • • • an accident; we were provoked Reduce offensiveness- refer to your organization’s clean record and good rep; distinguish the act from other similar, but more offensive acts; attack the accuser to reduce the credibility of the accusations; compensationreduce the perceived severity of the injury Corrective action- ensure the prevention or correction of the action Mortification- offer a profuse apology

BP Tries Purple Strategies • $50 Million Media Buy • Purple Strategies Website

BP’s Use of Social Media • Facebook Site • You Tube Channel • Criticisms of BP’s Ad Onslaught • BP’s Facebook Strategy • 10 Reasons Why BP’s Advertising is a Disaster