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- 2. BP Oil Spill 2010 (Deepwater Horizon or Gulf of Mexico Oil Spill)
- 3. April 20, 2010: Deepwater Horizon platform explodes. • 11 workers killed • 16 injured • 99 flee in lifeboats
- 4. • Methane gas shot up and out of the drill column and ignited. • 41 miles off the coast of Louisiana • Confusion documented by the press Search and rescue began • 72 hours • 5,200 square miles • Hourly updates
- 5. After the Explosion All workers accounted for Threat of oil leak? Rig Sank on April 22 Leak was discovered
- 6. The Aftermath • Oil leaked for 3 months and reached the size of Texas • Largest in U.S. history • 4,900,000 barrels • Human and environmental consequences
- 7. Could it have been Prevented?
- 8. Key Stakeholders • BP • U.S. Government • Gulf Coast States • News Media • Oil industry • Investors • Environmental groups • Fishing and tourism
- 9. Research • Decision-makers and communicators • BP CEO Tony Hayward • Coast Guard Admiral Thad Allen • National Incident Commander • Government initially partnered with BP
- 10. The Objective: To stop the oil flow and prevent further damage.
- 11. Government P l a n n i n g • CG: initial emergency planning • Rescue • Local, national, and global news stations covered explosion • FEMA Strategy: NIMS • Joint Information System (JIS) and Joint Information Center (JIC) responded to news media
- 12. B P Planning • BP – Government relationship changes • BP’s emergency response strategy • “inadequate”
- 13. Program
- 14. • BP and Government had similar goals • BP was the expert • Government could call on resources • No solution to leak • Public confidence shrank • How much oil was leaking? • Government vs. BP
- 15. Government • Press conferences • Contradictions • Obama TV interview • Assure public BP would be responsible
- 16. BP Programming Pros Cons Reassurance Tony Hayward, “We will make this right” “I’d like my life Gulf Coast employees back.” help file claims, contact BP, or volunteer in “We care about cleanup the small people” Commercials and – BP Chairman advertisements Web operations YouTube, Facebook, Twitter Purchased search terms
- 17. Evaluation
- 18. • Obama’s executive order • Document the spill • Examine facts and causes • Options for prevention • Minimal impact • PR is still being evaluated • Much room for improvement • Government – BP relationship • Coast Guard’s search and rescue was excellent • BP campaign was
Editor's Notes
- The explosion was caused by methane gas that shot up and out of the drill column and ignited. Search and resuce face was performed perfectly by US Coast Guard72 hour (air and sea) covering 5,200 square milesAt this time BP has said nothing to the press.
- Within days all workers were accounted for – either dead or missing (INSERT VIDEO OF ANNOUNCEMENT FROM BP THAT ALL WORKERS WERE FOUND)Emergency responders focused on threat of oil lead Two days after explosion the rig sank. Hours later the leak was discovered. (VIDEO THAT THEY DISCOVERED LEAK?)
- The oil leaked into the Gulf of Mexico for three months and eventually the oil slick covered the size of TexasIt was the largest oil spill in U.S. history, and amounted to almost 5 million barrels, and 206 million gallon. VIDEO OF ANIMALS?
- The biggest question was who’s fault was the explosion and the spill? Could BP have prevented this?
- As the BP disaster got worse and worse, the list of stakeholders grew to 17 federal agencies, including Department of Defense, Homeland Security, Department of Agriculture and more.
- The main decision makers and communicators regarding the spill included: BP CEO Tony Hayward, Coast Guard Admiral Thad Allen, and the National Incident Commander for the federal government.
- The Coast Guard dealt with the initial emergency planning of search and rescue, while local, national, and global news stations and social media covered the explosion..Emergency PR for government communicators was provided by the Federal Emergency Management Agency - after Katrina, they created a nationwide training program called National Incident Management System to enhance US emergency management -instructs them to work together with private and other organizationsCG followed NIMS procedureJIS and JIC responded to the media’s demands for information.
- As time passed and the situation become known, the relationship between BP and the Government started to strain and emergency PR did too.Stopping the leak took months, and BP’s planning for such a disaster was inadequate. BP had a 583 page emergency response strategy that was prepared before the disaster: approved by gov sections of the report were not applicable to the rig at all mentioned animals that didn’t live in the Gulf no procedure for addressing a deep sea spill a source link was a Japanese shopping site
- Goals and messages for BP and gov often overlappedBoth communicated stopping the leak at well head Both wanted to clean up the water and coastline Both wanted the stakeholders to believe the bestBp was the expert in deep water drillingGov had resourcesBut there weren’t options to stop the leak and the public lost faith in their effortsEveryone wanted to know how much oil was leakingBp claimed 1,000 barrels a day Gov estimated 5,000The estimates continued to rise up to 80,000Government and BP stopped working together – joint press conferences were replaced by individual ones.Continued to fail at stopping the leak24/7 news coverage increased pressure
- During a press briefing, Homeland Security Secretary commented about BP, snapped “They are not our partner, they are not our partner.”CG official had previously confirmed BP was a full partner in the responseFederal officials assured the public that BP would be held responsible.President Obama became frustrated and said that he wanted answers during a news interview http://www.youtube.com/watch?v=Gv-L_UEYtNo
- BP focused their PR efforts in communicating that they were committed to stopping the leak and cleaning up the spill. They’re public pledge of, “We will make this right,” became the centerpiece for their campaignSeries of commercials and ads to communicate their expertise, their response, and their regretUsed youtube and social media as other platforms for their messagePurchases search terms to direct people looking for information to the BP websiteThey made a few mistakes tooCEO Tony Hayward said he’d like his life back BP appeared to lack compassionChairman said that he cared about the small people, in reference to the locals on the Gulf CoastDidn’t mean to insult them but made him come off as superiorhttp://www.youtube.com/watch?v=KKcrDaiGE2s
- The Deepwater Horizon oil spill is still in the process of being evaluated Obama established a commission to make a report on the disaster, examine the causes, options for prevention, and how to minimize impactEmergency PR by the decision-makers and communicators is still being evaluated They could have done better, especially since the government and BP did not work togetherIf they did, they could have been more effective There was camera footage of the leak streaming online, and one of the most watched videos at the time.All things considered, the response efforts were as good as they could have beenThe problem was that BP was not prepared for the spill at all, they had no plan of how to stop it, and all they could do in that situation was apologize. BP’s reputation will probably never fully recover, but they did respond well in addressing the problem, doing their best to fix it and clean up the Gulf, and took financial responsibility. The issue is that they should have never allowed it to happen in the first place.