Transcript BP’s Recovery Campaign

BP’s Recovery Campaign
Image Restoration
The Crisis Management Life Cycle
• Proactive Phase- constantly watching for potential
problems and taking action to diffuse (environmental
scanning)
• Strategic Phase- an issue has become an emerging
conflict and needs concerted action by PR pros and other
company management
• Reactive Phase– carrying out a crisis management plan
to deal with the crisis in the best possible way
• Recovery Phase- in the aftermath of a crisis, the
organization should employ strategies either to bolster or
repair its reputation in the eyes of key publics
Image Restoration Strategies
• Denial or shift the blame
• Evade responsibility- good intentions went awry; it was
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an accident; we were provoked
Reduce offensiveness- refer to your organization’s clean
record and good rep; distinguish the act from other
similar, but more offensive acts; attack the accuser to
reduce the credibility of the accusations; compensationreduce the perceived severity of the injury
Corrective action- ensure the prevention or correction of
the action
Mortification- offer a profuse apology
BP Tries Purple Strategies
• $50 Million Media Buy
• Purple Strategies Website
BP’s Use of Social Media
• Facebook Site
• You Tube Channel
• Criticisms of BP’s Ad Onslaught
• BP’s Facebook Strategy
• 10 Reasons Why BP’s Advertising is a
Disaster