BP oil spill from the point of view of Sierra Club

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BP oil spill from the point of view of Sierra Club

  1. 1. CRISIS COMMUNICATION OF TODAY International Summer University Program 2013 - Copenhagen Business School, Crisis Communication and Social Media - A Simulation Game Learning Experience
  2. 2. DESCRIPTION/TABLE OF CONTENT Deepwater horizon oil spill disaster. Sierra club’s assessment and analysis  BP oil spill crisis situation analysis  Media training  Social media training  Learning outcomes  References  List of writers
  3. 3. BP OIL SPILL CRISIS SITUATION ANALYSIS Our perspective on the crisis by our manager: http://www.dailymotion.com/video/xg1uat_sie rra-club-on-bp-oil-spill_news#.UeaM_KeZi2k
  4. 4. BP OIL SPILL CRISIS SITUATION ANALYSIS  Mainly environmental crisis in the Gulf of Mexico  Critical to all wildlife in the area  Unpredictable long term effects of the oil spill
  5. 5. BP OIL SPILL CRISIS SITUATION ANALYSIS Main issues/what we did:  Saving wildlife/cleaning up the oil By sending out volunteers to all beaches  Securing sustainable energy for future generations By lobbying in the White House for legislation on green energy  Promoting green energy to the public Through events and our webpage/social media
  6. 6. BP OIL SPILL CRISIS SITUATION ANALYSIS  We believe it could have been prevented through:  Green energy  Safety regulations on oil rigs  Poor crisis preparation from BP oil
  7. 7. BP OIL SPILL CRISIS PLANNING Preventing the crisis by having a comprehensive crisis plan:  Communicating the right message  at the right time  to the right people  by the right person (Anthonissen, 2008, p. 28)
  8. 8. BP OIL SPILL’S EFFECT ON SIERRA CLUB  More focus on green energy – making it easier to lobby Clean Water Act, RESTORE the Gulf Coast Act (hence more legitimacy)
  9. 9. MEDIA TRAINING – Q&A’S  What did Michael Burne do during the crisis? Visted the affected areas  What did the RESTORE Bill contain?  Why did you only start doing something about oil pollution during the crisis? We didn’t we have been working on doing something for the climate changes during several years  If you don’t want oil – then what do you want? Why? Oil free & high efficiency cars (electric cars), Bikes, Public transport, Wind, Solar  What do you do for the environment?  How does your organization work? National organization and local organizations (with a lot of volunteers)
  10. 10. MEDIA TRAINING - ASSESSMENT  We had a good position, because no one was against us.  We were reasonably prepared  It did help us during the media training – it was easier to respond, when you knew what to respond.  We tried to turn unexpected questions so they could be answered with things we knew  Another time we will assign spokespersons
  11. 11. MEDIA TRAINING – QUESTIONS FOR OTHER GROUPS BP – media/social media:  Have you made any changes in communication strategy according to Social Medias?  Why did you downplay the accident?  Isn’t it a little late to commit to the Gulf after you destroyed it? Local stakeholders:  How do you feel about Louisiana being the only state that is not cleaned up yet? The White House:  Are you planning to make the US “more green” after the BP crisis? BBC News:  Why did the CEO at the time of the accident play such a little part in your documentary? Greenpeace:  What do you think the BP should have done differently in connection to the oil spill? Huffington Post:  Why do you keep on posting about the BP oil spill?
  12. 12. MEDIA TRAINING - ASSESSMENT We tried to ask the questions we had prepared but usually they avoided answering the questions – so we had to ask more follow-up questions to get a satisfactory answer
  13. 13. LEARNING OUTCOMES OF MEDIA TRAINING  Another time we would assign spokespersons – it is important that people know who to ask (Anthonissen, 2008, p. 29)  It is important that the organisation responds quickly to their stakeholders (Ulmer et al, 2011, p. 64)  Consistent point of views throughout the whole team (Anthonissen, 2008, p. 138)  Be prepared or this can end up harming you instead of helping you (Anthonissen, 2008, p. 15)
  14. 14. SOCIAL MEDIA TRAINING  BP sees social media as a possibility to promote themselves  Comments need to be approved before occurring on Facebook page  Create a human picture of themselves (through i.e. John the fireman)  Responds to almost all positive comments
  15. 15. SOCIAL MEDIA TRAINING  The crisis is framed as an opportunity to create a better Gulf Coast  Focus is moved from the oil spill to a ”see-all- the-good-things-we-do-now” approach  BP is trying to promote that the Gulf is clean and there will be no long term effects.
  16. 16. SOCIAL MEDIA TRAINING  BP’s framing of the oil spill should be taken with a pinch of salt  They are more interested in saving their own reputation than the Gulf Coast  The picture they paint is not realistic – to get a clear picture of what the Gulf Coast is like today you need to consult more sources
  17. 17. LEARNING OUTCOMES  Crisis communication planning is a key factor when dealing with a crisis and shouldn’t be underestimated  A quick response is important – if you don’t have enough information then tell them you will investigate  Take control of the situation
  18. 18. REFERENCES  Anthonissen, P. (Ed.) 2008 Crisis Communication: Practical PR Strategies for Reputation Management and Company Survival, Kogan Page.  Umer, R., Sellnow, T., and Seeger, M. 2010. Effective Crisis Communication: Moving from Crisis to Opportunity. Sage Publications
  19. 19. LIST OF WRITERS  Lisa Hartmann Andersen, stud.ling.merc, twitter: @hjerteafguld  Malik Benjamin Johansen stud.merc.im, twitter: @mbj1983  Emil Petersen, stud.merc.psyk, twitter: @1337emil  Camilla Schæbel, stud.merc.com, twitter: @camilla_schbel  André Samy Brandt, stud.merc.psyk, twitter: @brandt_samy  Instructor: Betty Tsakarestou, Assistant Professor, Department of Communication, Media and Culture at Panteion University, Greece, @tsakarestou  Academic Director: Patricia Plackett, Department of Operations Management at CBS, www.cbs.dk

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