REPHRASE, ANALYSIS PAPER

Writing Assignment #4: BP’s Oil Spill Response

On April 20, 2010, an explosion occurred on BP’s Deepwater Horizon oil rig in the Gulf of Mexico, killing 11 people and injuring many others. The spill released high levels of oil into the Gulf, resulting in criticism from many around the world. The explosion caused the oil rig to sink releasing approximately 53,000 barrels of oil daily until the capping spill was capped on July 15, 2010. The high levels of oils released into the Gulf caused extensive damage to wildlife and marine habitats, and the seafood and tourism industries. An extensive investigation by the United States Government held BP responsible for the tragedy. BP admitted to making mistakes that lead to the oil spill. The organization then created the “Gulf of Mexico Restoration” website to notify the public of its plans to clean up of the spill and fund the costs of doing so in an effort to repair its reputation. The web site uses three communication strategies to restore its reputation: Using vital information about the disaster, to focus more on improving its reputation deemphasize the damage caused by the oil spill; features video testimonials from people inside and outside of the company to authenticate BP’s restoration claims and highlights language that defines its accomplishments to show that the company is adapting safer drilling practices.

Using vital information about the disaster, to focus more on improving its reputation deemphasize the damage caused by the oil spill. Sub-pages such as “Supporting Gulf Tourism” and “Restoration Projects” explain BP’s actions towards progress by promoting tourism along the Gulf Coast and designing projects to increase the efforts to restore natural resources damaged in the Gulf. Details cut out of this information included the size of the area affected by the oil spill, how much the disaster cost BP, and the severity of the leak. According to “The Guardian”, BP contracted Polaris to “map the oil as it came ashore and provide recommendations for cleanup. Ed Owens, shoreline cleanup technical adviser, believes all of the oil is on the surface and only 10% of the oil actually reached the shoreline” (Bryant). Owen’s team examined about 4,000 miles of coastline and found about 1,000 miles of shoreline had been affected. About 200 miles were heavily oiled in that range. BP does not state an exact amount that specifies the total costs that were spent to recover from the disaster. The sub-pages on the response page only give information about how BP set aside a $20 billion fund to compensate individuals and local businesses that were affected by providing funds that would be available for claims processes and managing requests for losses and expenses. BP did not indicate how the oil spill “temporarily wiped out half of the company’s value. Estimation of the cleanup operation currently costs BP millions of dollars a day” (Bryant). Lastly, BP was accused of lying to Congress to lessen its liabilities, after an internal document explained that the company's own worst-case assessment of the size of the oil leak was 20 times its public estimate. “‘This document raises very troubling questions about what BP knew and when they knew it. It is clear that, from the beginning, BP has not been straightforward with the government or the American people about the true size of this spill,” (Bryant).

BP’s website features video testimonials from people inside and outside of the company to authenticate BP’s restoration claims A video posted under the section ‘Committed to the Gulf’ shows an interview with BP Operations Manager Fred Lemond mentions how BP paid $23 billion to help people and businesses affected by the disaster and cover cleanup costs. The video explains how the company is committed to supporting about 250,000 American jobs across the country, hiring more than 3,000 people in 2011, and investing more in America compared to other countries. Another video under ‘Community Development in the Gulf States’ explains how BP is supporting communities in the Gulf states through partnerships, sponsorships and direct community engagement. The video captures a short clip of Michelle Personette explaining about BP’s partnership with the Challenger Learning Center in Tallahassee, Florida. During the climax of the video, Personette talks about how the partnership with BP has been rewarding because BP provides tuition scholarships for over 600 students along the counties in Florida’s Gulf Coast and brings students demonstrations of space mission simulators and hands-on science mission experiences. BP uses the ‘reminder’ strategy from the W. Timothy Coombs article, telling stakeholders about the good works of the corporation (Coombs, 2007). The two videos BP uses on the response website shows the positive impact on what BP has provided to the Gulf.

BP highlights language that defines its accomplishments to show that the company is adapting safer drilling practices. Under the section “Back to Work in the Gulf of Mexico,” BP talks about how the company plans to invest about $4 billion a year in oil and gas development in the Gulf of Mexico. BP completed several projects to deliver new production and enhance the integrity of operations like the production at the Galapagos development and major maintenance activity at the Mad Dog and Atlantis platforms. BP’s internal investigation into the accident led to 26 recommendations for reducing risk in BP's drilling operations. Significant progress has been made in implementing these recommendations. To support and assure the efforts of line management, BP has a team dedicated to safety and operational risk activities in the Gulf of Mexico business. These staff members are accountable to the head of BP’s safety and operational risk function, who reports directly to the group chief executive. BP is working hard to improve its drilling practices, not wanting its reputation to be viewed as ‘irresponsible” so it is using language that defines its accomplishments.

Using vital information about the disaster, to focus more on improving its reputation deemphasize the damage caused by the oil spill; features video testimonials from people inside and outside of the company to authenticate BP’s restoration claims and highlights language that defines its accomplishments to show that the company is adapting safer drilling practices. Which strategy was most effective? People, who do not know the history behind the explosion at the Gulf, will become easily persuaded with the strategies BP presents on its response page.

Was BP successful in repairing its reputation?

Works Cited

BP. (2012). Gulf of Mexico restoration. http://www.bp.com/sectionbodycopy.do?

categoryId=41&contentId=7067505

Bryant, Ben. "Deepwater Horizon and the Gulf Oil Spill." The Guardian. Guardian News and Media, 20 Apr. 2011. Web. 04 May 2013. <http://www.guardian.co.uk/environment/2011/apr/20/deepwater-horizon-key-questions-answered>.

Coombs, W. Timothy (2007). Crisis management and communications.