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.
Table of Contents
1. Introduction to BP & Case Studies
1.1 Texas Oil Refinery
1.2 Alaskan Oil Spill
1.3 Market Manipulation
2. A Framework from which an analysis can be drawn
3. Analysis of PR response to the Texas oil refinery explosion
4. Analysis of PR response to the Alaskan Oil Spill
5. Analysis of PR response to the Price Manipulation
6. Mistakes made and potential changes in strategy
7. BP at the moment
Research Objectives and Core Themes
This paper aims to critically evaluate British Petroleum's public relations strategies during three major corporate crises, utilizing established communication frameworks to determine the effectiveness of the company's response and its impact on public perception.
- Analysis of corporate crisis communication strategies (Non-existence, Distancing, Ingratiation, Mortification).
- Evaluation of BP's response to the 2005 Texas City Refinery explosion.
- Assessment of PR management regarding the Alaskan Oil Spill incident.
- Investigation into corporate accountability surrounding the propane price manipulation allegations.
- Correlation between effective crisis management and brand reputation in the energy sector.
Excerpt from the Book
A Framework from which an analysis can be drawn
Drawing on the work of Coombs and Benuit, whose research into organisational responses to crises gives a good starting point to examine the PR response by BP with regard to the three aforementioned incidents or issues. We can then attempt to create the basis of an adequate framework from which to launch our investigation.
The identification of four categories of crisis communication strategy that can be used by an organisation in response to particular crisis will form the basis of the analysis. These categories are non-existence, distancing, ingratiation and mortification (Coombs, 1999).
The use of four categories to encompass specific crisis communication strategies allows the organisation to use a varied selection of tools that is tailor made for each situation.
According to Coombs (1999) the nonexistence category appears to be utilised when the crisis is rooted in an unconfirmed rumour in the media, or a direct challenge to the organisation. Specific strategies may appear nonchalant, cavalier or arrogant in their basis however the uses of “denial, clarification, intimidation and attack the accuser” can be seen as psychological tools to counter unverifiable claims.
Summary of Chapters
Introduction to BP & Case Studies: Provides an overview of BP's market position and introduces the three primary crisis case studies: the Texas refinery explosion, the Alaskan oil spill, and market manipulation.
A Framework from which an analysis can be drawn: Establishes the theoretical foundation for the study, utilizing Coombs' four crisis communication strategies to analyze organizational responses.
Analysis of PR response to the Texas oil refinery explosion: Evaluates BP's use of mortification and corrective action strategies in response to the fatal 2005 refinery accident.
Analysis of PR response to the Alaskan Oil Spill: Examines the communication failures and procedural issues following the Prudhoe Bay oil spill.
Analysis of PR response to the Price Manipulation: Reviews the defensive strategies employed by BP to distance itself from accusations of artificial market manipulation.
Mistakes made and potential changes in strategy: Synthesizes the findings to discuss strategic deficiencies and the necessity of organizational preparedness.
BP at the moment: Discusses BP's contemporary 'green-washing' campaigns and the ongoing tension between branding and operational reality.
Keywords
BP, British Petroleum, Crisis Communication, PR Strategy, Texas Oil Refinery, Alaskan Oil Spill, Market Manipulation, Coombs, Image Restoration, Green-washing, CSR, Corporate Accountability, Crisis Management, Organizational Response, Sustainability.
Frequently Asked Questions
What is the primary focus of this research?
This work evaluates the effectiveness of British Petroleum's public relations strategies during three significant crises that occurred between 2005 and 2006.
Which crisis events are analyzed in the document?
The study covers the 2005 Texas City oil refinery explosion, the 2005 Alaskan oil spill, and the allegations of propane market manipulation.
What is the main objective of the paper?
The objective is to apply theoretical crisis communication models to real-world corporate scenarios to assess how well BP managed its public image and accountability.
Which methodology is used to evaluate the PR responses?
The author uses a framework based on Coombs (1999), specifically focusing on the four strategies of non-existence, distancing, ingratiation, and mortification.
What does the main body of the work cover?
It includes a theoretical framework section, individual analyses of the three specific incidents, a critical review of strategic mistakes, and an overview of BP's current corporate branding.
Which keywords best describe this study?
Key terms include Crisis Communication, BP, PR Strategy, Corporate Accountability, and Image Restoration.
How does the study characterize the 'Beyond Petroleum' campaign?
It identifies the campaign as an ambitious effort to reposition the company as green and socially conscious, though it notes this was often met with public cynicism.
What is the significance of the distinction between well-managed and mismanaged crises?
Drawing on Cohn (2000), the work highlights that the outcome of a crisis is often determined by the quality of communication rather than just the facts of the incident itself.
- Quote paper
- Christopher Ulph (Author), 2010, PR Analysis of British Petroleum, Munich, GRIN Verlag, https://www.grin.com/document/166058
