Undermining Credibility

May 20th, 2010 11:03pm

In a crisis, it is easy to say the wrong thing, if you don't stay on message.  BP chief executive Tony Hayward made the astonishing statement to Sky News that he believes the massive Gulf of Mexico oil spill will end up having only a "very very modest" environmental impact.

This was highlighted by Rachel Maddow of MSNBC on the same day reports were released that the spill could be 300 feet thick and miles long beneath the surface.  In the same report, Hayward talked about payments being made to fisherman and others whose livelihood has been harmed by the spill.  But those good works were completely undermined by his repeated references to minor damage in the interview below.

In a crisis, the company involved should express regret and should never minimize the damage that is occurring. Those affected -- and the rest of the country -- will see such statements as uncaring and self-serving. Instead, public statements by company executives should: 

* Acknowledge responsibility

* Express concern for those affected

* Work to resolve the problem.

Public statements should NOT try to shift the blame as BP and the other company executives did in testimony before Congress.  Such statements only fan the anger already being felt by residents along the Gulf Coast and the rest of the country.

Posted in: Crisis Communications, Media Relations

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