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  2. 2. TABLE OF CONTENTS 3. Framing the BP crisis 4. Key challenges 5. Has the crisis affected BP’s reputation? 6. Media Conference Training 7. Q and A session 8. Questions from Huffington Post 9. Questions from Huffington Post 10. Response to stakeholders 11. Social Media Training 12. Effective crisis communication through social media 13. BP’s approach to social media 14. BP’s approach to social media 15. Huffington Post’s perspective on BP’s social media strategy 16. Learning outcomes and critical questions 17. Is it possible to prepare for crisis? 18. Social Media crisis communication management 19. Impact in the evolution and the perception of BP oil spill crisis 20. The most challenging question to ask ourselves in a crisis driven world
  3. 3. BP OIL SPILL CRISIS SITUATION ANALYSIS How do you understand BP oil spill crisis? • Explosion of a pipe at 9:45 PM (Local time) • Oil release from the platform in the Gulf of Mexico • 126 crew members on board at this time What is the context of this crisis? • Environmental • Economical • Political
  4. 4. BP OIL SPILL CRISIS SITUATION ANALYSIS Key challenges • Reassure • Show that everything is done • Show that it can’t happen again Could it be prevented? There was a crisis plan? • No crisis plan • “I didn't have programs. The program was me” (David Fritz, BP) • Techniques to stop the leakage not efficient of terrible for the environment
  5. 5. BP OIL SPILL CRISIS SITUATION ANALYSIS How the crisis affected BP reputation? • The reputation of BP was destroyed • Crisis management didn’t made it better • Cost Tony Hayward his job of CEO of BP • Cost more than $7 billion
  7. 7. MEDIA TRAINING – Q&AS Why do you keep on writing about the BP oil-spill? We need to continuously put focus on the subject of the oil-spill crisis to make things right again for the communities. In contrast to what some ads might tell, the Gulf is sick and so are its coastal residents. Do you think that you covered the crisis neutrally? We have sought a neutral perspective throughout the whole process of covering the oil spill. However, we still maintain a critical approach to the subject and we are not reluctant to put blame where it is due. As in most cases, someone carries the most responsibility and that should be pointed out to the public. Assessment of preparedness: We were sufficiently prepared to answer the questions from the other groups. Huffington Post is not a “hated” stakeholder in this particular case like e.g. BP. Therefore, we did not receive any unexpected or very critical questions.
  8. 8. QUESTIONS FROM HUFFINGTON POST BP Corporation - There’s been a lot of talk about BP wanting to limit the claims from the recovery funds. How do you respond to this allegation? White House - Why do you see it as your role to demand a compensation from BP? Some see it as a political shakedown of a private corporation. BBC - Do you think your coverage of the crisis in the gulf has negatively affected tourism? Why do you not cover some of the more positive stories from the Gulf, in order to focus on restoration efforts and the communities? Sierra Club - Is BP the only culprit, or do you think society and the dependency on oil has some of the responsibility as well?
  9. 9. QUESTIONS FROM HUFFINGTON POST Local stakeholders - Do you think BP has done enough to repair the damages in the local communities? It seems like you feel it's the news bureaus responsibility to tell the public and tourists that the environment again is safe for tourists. What have you done to promote the involved states in regards to tourism? BBC - Do you think your coverage of the crisis in the gulf has negatively affected tourism? Green Peace - On their facebook page, BP says that beaches in the gulf have never been cleaner. Do you agree with this claim?
  10. 10. RESPONSE TO QUESTIONS How openly and honestly the groups responded to our questions depended on their involvement in the oil-spill crisis. Groups as BP, with an obvious responsibility, and the White House, maybe with some blame, were more hesitant to answer critical questions. In fact, they quickly avoided those kinds of questions. Still, BP learned the hard way that such an industrial crisis elicit a response – for BP it resulted in compensation to affected communities and a critical loss of reputation (Smith, D. and Elliott, D. 2006, chapter 3). The remaining groups with no real blame in the case, could speak more freely about their issues. However, all stakeholders could ask themselves - could we have done more in the aftermath?
  12. 12. BP’S APPROACH TO SOCIAL MEDIA Effective crisis communication through social media • Twitter and Facebook Uses social media to monitor what is said about the company Communicate with stakeholders • Private messages to stakeholders (by addressing individuals by name, employees telling positive stories about BP) Consistent update with relates to the oil crises
  13. 13. BP’S APPROACH TO SOCIAL MEDIA Respond in real time – the respond becomes global immediately • Respond only on positive comments Real time information update for stakeholders Uses the social channel as an opportunity to promote their social responsibility • Cleaning up the Golf Transparency • Being open and honest forwards stakeholders
  14. 14. BP’S APPROACH TO SOCIAL MEDIA Incorporate the Golf incident in their storyline of being a responsible company on Facebook - but not as the main issue • Committing to the Golf • After the oil spill • Community • Economy • Environment • Invest in green energy / learning from the oil spill • Resuming good jobs • Employee safety offshore
  15. 15. BP’S APPROACH TO SOCIAL MEDIA Huffington Post’s perspective on BP social media approach As a liberal media our approach is still covering the long-tail of the crises On BP’s social media channels we do not believe that the on going settlement is being covered properly
  17. 17. LEARNING OUTCOMES AND CRITICAL QUESTIONS Is it possible to prepare for crisis? It is not possible to fully prepare for crisis in the sense that you can immediately overcome it. You can only be prepared in the sense of readiness and having an extensive plan of action. Crisis have some key characteristics: 1. Surprise 2. Threat 3. Short response time When these elements come together, we identify the event as a crisis situation.
  18. 18. LEARNING OUTCOMES AND CRITICAL QUESTIONS Social Media crisis communication management Having a plan for crisis management is particularly important in order to utilize social media as an effective tool of managing crisis. - So how can we prepare? 1. Determine goals for crisis communication 2. Develop partnerships with key stakeholders prior to crisis 3. Acknowledge stakeholders, including media as partners when managing a crisis 4. Develop strong, positive, primary and secondary relationships 5. Effective crisis communication involves listening to stakeholders 6. Communicate early about the crisis, acknowledge uncertainty, and assure the public that you will maintain contact with them about current and future risk
  19. 19. LEARNING OUTCOMES AND CRITICAL QUESTIONS Impact in the evolution and the perception of BP oil spill crisis Huffington Post’s impact in the BP oil spill crisis is somewhat diffused and unclear. Huffington Post definitely played a key role, but the significance of articles, and the impact these might have had, is not easily quantifiable. This has to do with the fact that Huffington Post deals not only in traditional articles, but also with social media and blogging platforms, where impact and significance can be hard to measure. However, one can be assured that Huffington Post maintains a critical approach to the BP oil spill, and have continued to follow up on the ongoing crisis and oil cleanup in the gulf to this date. Therefore one must regard Huffington Post as a significant influencer, based merely on the number of readers and the amount of content which is published regarding BP.
  20. 20. LEARNING OUTCOMES AND CRITICAL QUESTIONS The most challenging question to ask ourselves regarding communication in social media A difficult question to ask ourselves when communicating in social media in a crisis situation, often relates to the overall social media management strategy. Are we doing the right thing? A comprehensive strategy is important for a number of reasons, but it is also important to constantly scrutinize and examine your approach to see if you can do anything differently.
  21. 21. REFERENCES shakedown_n_615686.html (Retrieved 18/07-13) Smith, D. and Elliott, D. 2006. Crisis Management. Systems and Structures for Prevention and Recovery. Routledge. Ulmer, R., Sellnow, T., Seeger, M. (2011). Effictive Crises Communication. SAGE Publication, Inc. Anthnoissen, P. Crises Communication. India by Replika Press Pvt Ltd.