British Petroleum is an international energy provider with a large degree of focus on both upstream and downstream oil assets and operations as well as continued diversification into alternative energy sources. It has a market capitalization of £117,929 million as at the close of business 29th March 2010.
The ‘Beyond Petroleum’ campaign stemmed from late nineties and early noughties merger (Amoco) and acquisition (the Atlantic Richfield Corporation and Burmah Castrol) activity. BP approached Ogilvy PR with a brief to “Position BP as a new type of global energy company that confronts such difficult issues as the conflict between energy and environmental needs and takes actions beyond what is expected of an oil company.” (Ogilvy, 2010 & Leopard, 2010)
This ‘green-washing’ campaign went on to win two PRWeek Campaign of the Year awards in 2001, however in the same breath it did draw public criticisms from environmentally focused organizations citing a cynicism within BP.
‘Beyond Petroleum’ was a campaign that had twofold objectives looking to both demonstrate that BP were an industry leader with a unique position as a green and socially conscious oil and gas company as well as uniting several recently acquired companies as well as existing employees under one unified banner.
Inhaltsverzeichnis (Table of Contents)
- Introduction to BP & Case Studies
- Texas Oil Refinery
- Alaskan Oil Spill
- Market Manipulation
- A Framework from which an analysis can be drawn
- Analysis of PR response to the Texas oil refinery explosion
- Analysis of PR response to the Alaskan Oil Spill
- Analysis of PR response to the Price Manipulation
- Mistakes made and potential changes in strategy
- BP at the moment
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this work is to analyze British Petroleum's (BP) public relations (PR) responses to three significant crises: a Texas oil refinery explosion, an Alaskan oil spill, and accusations of market manipulation. The analysis utilizes a framework based on Coombs and Benoit's research on organizational crisis communication strategies.
- Analysis of BP's crisis communication strategies across different incidents.
- Evaluation of the effectiveness of BP's PR responses.
- Examination of the role of organizational culture and internal communication in crisis management.
- Identification of recurring themes and patterns in BP's handling of crises.
- Discussion of potential improvements to BP's crisis communication approach.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction to BP & Case Studies: This chapter introduces British Petroleum (BP), highlighting its international operations, market capitalization, and the "Beyond Petroleum" campaign launched in the early 2000s. The campaign aimed to position BP as a green and socially conscious energy company, although it also faced criticism for being perceived as "greenwashing." The chapter sets the stage by introducing BP's diverse operations and the context of its subsequent crises.
Texas Oil Refinery: This chapter details a major explosion at a BP Texas oil refinery in 2005, resulting in fatalities and injuries. The incident is framed within the context of a pattern of safety concerns at BP refineries, drawing on statistics about previous accidents. The chapter lays the groundwork for the analysis of BP's PR response to this specific crisis, emphasizing the role of negligence and public scrutiny.
Alaskan Oil Spill: This chapter focuses on an oil spill in Alaska's North Slope region, also in 2005. The chapter highlights the public concern stemming from the spill's environmental impact and questions surrounding BP's response time and internal communication failures. This sets the scene for examining BP's PR strategies in managing the fallout from this significant environmental disaster.
Market Manipulation: This chapter examines accusations of market manipulation leveled against BP, alleging anti-competitive behavior and artificial price inflation. The focus is on the accusations of malpractice, misinformation, and calculated deception, providing a backdrop to assess BP's PR response to these serious allegations of unethical conduct.
A Framework from which an analysis can be drawn: This chapter outlines the theoretical framework for analyzing BP's crisis communication strategies. It introduces the four categories of crisis communication strategies proposed by Coombs and Benoit (non-existence, distancing, ingratiation, and mortification), providing the analytical lens through which the subsequent chapters will examine BP's responses to the three crises.
Analysis of PR response to the Texas oil refinery explosion: This chapter delves into a detailed analysis of BP's PR response to the Texas oil refinery explosion. It examines the initial press release and subsequent communication strategies, evaluating them within the framework established in the previous chapter. The chapter analyzes the evolution of BP's communication approach, from initial mortification strategies to potential attempts at distancing itself from responsibility. The analysis considers the impact of conflicting statements and the overall effectiveness of the communication in managing the crisis.
Schlüsselwörter (Keywords)
British Petroleum (BP), crisis communication, public relations (PR), oil refinery explosion, Alaskan oil spill, market manipulation, Coombs' crisis communication strategies, organizational crisis, image restoration, stakeholder communication, risk management.
BP Crisis Communication: A Case Study Analysis - FAQ
What is the main focus of this document?
This document provides a comprehensive analysis of British Petroleum's (BP) public relations (PR) responses to three major crises: a Texas oil refinery explosion, an Alaskan oil spill, and accusations of market manipulation. It utilizes a framework based on Coombs and Benoit's research on organizational crisis communication strategies to evaluate the effectiveness of BP's responses and identify areas for improvement.
What crises are analyzed in this study?
The study analyzes BP's handling of three distinct crises: a major explosion at a Texas oil refinery (2005), a significant oil spill in Alaska's North Slope (2005), and allegations of market manipulation involving anti-competitive practices and price inflation.
What theoretical framework is used in the analysis?
The analysis employs Coombs and Benoit's framework categorizing crisis communication strategies into four types: non-existence, distancing, ingratiation, and mortification. This framework helps evaluate the effectiveness and appropriateness of BP's communication strategies in each crisis.
What aspects of BP's PR responses are examined?
The analysis examines various aspects of BP's PR responses, including the initial press releases, subsequent communication strategies, the evolution of their approach over time, the impact of conflicting statements, and the overall effectiveness in managing each crisis. It also considers the role of organizational culture and internal communication in crisis management.
What are the key themes explored in the analysis?
Key themes explored include the analysis of BP's crisis communication strategies across different incidents, the effectiveness of their PR responses, the role of organizational culture and internal communication, recurring patterns in BP's crisis handling, and potential improvements to their crisis communication approach.
What are the key chapters of the document?
The document is structured with chapters covering an introduction to BP and the case studies; detailed examinations of the Texas refinery explosion, Alaskan oil spill, and market manipulation accusations; an explanation of the analytical framework; detailed analyses of BP's PR responses to each crisis; and a concluding section on mistakes made and potential strategic improvements.
What is the overall objective of this analysis?
The primary objective is to provide a structured and in-depth analysis of BP's crisis communication, evaluating its successes and failures and offering recommendations for improving future crisis management.
What are the key takeaways or conclusions of this study?
While not explicitly stated as conclusions within the provided preview, the analysis aims to identify recurring themes and patterns in BP's handling of crises, evaluate the effectiveness of its PR responses, and suggest potential improvements to its crisis communication approach. This ultimately contributes to a deeper understanding of effective crisis communication strategies within large corporations.
What keywords are associated with this study?
Keywords include British Petroleum (BP), crisis communication, public relations (PR), oil refinery explosion, Alaskan oil spill, market manipulation, Coombs' crisis communication strategies, organizational crisis, image restoration, stakeholder communication, and risk management.
- Quote paper
- Christopher Ulph (Author), 2010, PR Analysis of British Petroleum, Munich, GRIN Verlag, https://www.grin.com/document/166058
