4. REPUTATION MANAGEMENT
„ Measure your brand value and identify untapped
opportunities that will enhance your reputation
„ Develop strategies to rebuild and sustain public trust during
unprecedented economic challenges
„ Create an integrated communications strategy that delivers
your message to key influencers and provides real-time
feedback
5. ENERGY, POWER AND UTILITIES
„ Delivery of your message by engaging a broad range of
audiences, including the government, shareholders, media
and advocacy groups
„ Create outreach campaigns that build community support
„ Develop a turnkey communications strategy to anticipate
any future crisis situations
6. SITUATION ANALYSIS
„ On April 20, 2010 the Transocean Deepwater Horizon
Drilling rig exploded off the Louisiana coast.
„ 100 workers have been rescued, but 11 workers are missing
and presumed dead.
„ 6 million gallons of Crude Oil has consumed the Gulf
Waters destroying fish and wildlife
„ Local fishing operations have been shut down
7. OUR OBJECTIVES
„ RESTORE and MAINTAIN a positive reputation for BP in
the global arena.
„ Create and maintain long-term relationships with key
audiences involved in the search and rescue and clean up
efforts.
„ OWN up to the mistake: create a communications plan that
allows audiences to be aware of the issues and all that BP is
doing to restore the Gulf.
8. Primary
Audiences:
• Local
and
State
Government
• Na8onal
Government
• Federal
Agencies
including-‐
EPA,
US
Na8onal
Oceanic
and
Atmospheric
Administra8on,
Coast
Guard
and
Homeland
Security
• Vic8ms
and
their
families
• Employees
of
BP
Secondary
Audiences:
• Local
Business
owners
and
residents
• Local
and
State
Tourism
industry
• Interna8onal
audiences
affiliated
with
BP
global
• Poten8al
consumers
9. OUR FIRST MOVE
„ BP needs to step in front of the issue, NOW
„ Establish a newsroom that is linked to BP.com that allows
press and concerned consumers to have access to all the
information about the oil spill.
„ Explain what BP is doing right now to stop the leak and
clean up.
„ Link to BP’s social media networks where audiences can
follow up-to-the-hour updates about BP’s progress.
10.
11. GOVERNMENT RELATIONS
„ Establish an interview conference with the federal agency
key officials, State governors, the president, and
spokesperson for BP.
„ Have a separate news release addressed to government
officials explaining how BP will pay for the clean up and
restoration efforts.
„ Congress/legislation:
„ We need to start tracking Congress’s moves now
„ Create a media-kit for legislators with information about
the benefits of the Oil Industry.
12.
13. VICTIMS AND THEIR FAMILIES
„ After initial clean up and restoration efforts are over, BP
should sponsor a memorial event in Louisiana for the
victims presumed dead and the victims injured in the
explosion.
14. EMPLOYEE COMMUNICATIONS
„ U- U in mind
„ N- National Partnerships
„ I- Identifiable
„ T- Transparent, truthful
„ E- Evolve
„ Create a newsletter centered around the UNITE acronym that explains
to employees what BP’s goals are during the crisis, and that BP has not
forgotten the importance of their employee’s support.
„ Hold a live-feed, company-wide conference addressing the situation,
what BP is doing is solve the issue, and address what BP expects from
their employees.
15.
16. LOCAL BUSINESS OWNERS AND TOURISM
ORGANIZATIONS
„ Setting up grants that will ease the economic hit these
businesses will face.
„ Produce a ANR and VNR to send to local radio stations and
local TV stations
„ A hotline number will be set up for people to find out more
information about the grant program
„ 1-888-395-help
17. INTERNATIONAL RELATIONS
„ BP needs to reassure other countries that you are a
company that learns from their mistakes.
„ Testing and verifying the other drilling units to make sure
they are up to date
„ Promote BP has a company who is taking measures to
prevent any accidents from happening again.
18. OTHER THINGS TO CONSIDER
„ Competition:
„ Because of our proactive approach early on, we feel that problems
with competition will be less of an issue because we stepped in
front of the crisis and showed audiences that we are taking steps
towards a cleaner future.
„ Our next campaign strategy:
„ Focus on promoting wide-spread testing of equipment so that all
standards across the industry improve.
„ Promote safer drilling
„ Encourage the industry to work together to provide energy in a
safe, and environmentally friendly way.
19. SPOKESPEOPLE
Robert Dudley
Lamar McKay
„ Grew up in Mississippi
„ Works in Houston, TX
„ Master’s in Information
„ Is the President of BP, America
management
„ Currently BP director over US
and Asia
„ Has experience internationally
