Every day it's nearly impossible not to hear or see the status of relief efforts in the Gulf Region. Much has already been said or written about BP's handling of the crisis. It seems most is negative. And deserved.
They now face potential long-term brand erosion because BP didn't initially control the message with company leadership or it appears, even have a significant Crisis Communication Plan on the shelf, considering it happened in their industry before. Even though the Exxon Valdez disaster happened in one of our most remote states, Exxon was immediate with leadership messaging to the public. CEO's were front and center from almost day one. Likewise with J&J and the Tylenol crisis. Both had well guided PR counsel that lead to visible senior executives telling the truth to the public, taking charge, day one and every week after that until their company's crisis and image were in an early phase of restored consumer confidence.
I must admit that Darryl Willis, BP VP Resources, the on-air employee who oversees claims and has ties to the region, is making a positive impression. And we might even see in the weeks ahead a series of other ads and BP middle managers with ties to the region doing the same. And yes, there is no doubt they are helping.
But in the future, will the lack of the BP CEO Tony Hayward taking charge day one in a visible public role hurt the BP brand? Only time and restoration to the region will tell. One thing is for sure, both Tylenol and Exxon are vital brands again. It seems BP might have a long road ahead.
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