The document summarizes a simulation game about responding to the 2010 BP oil spill crisis. It outlines Sierra Club's analysis of BP's poor crisis response, including lack of preparation and downplaying the accident's severity. It also describes training on media interviews, social media monitoring, and framing messages to control the narrative and promote green energy goals.

1. CRISIS COMMUNICATION OF TODAY
International Summer University Program 2013 - Copenhagen Business
School,
Crisis Communication and Social Media - A Simulation Game Learning
Experience

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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