BP Is Giving A Master Class In How To Screw Up Every Piece Of PR, Crisis Marketing And Damage Control

Today, BP put its Chairman in front of the cameras, a man who doesn’t speak English as a first language, and it showed:

On Wednesday, BP Chairman Carl-Henric Svanberg told reporters in Washington: “I hear comments sometimes that large oil companies are greedy companies or don’t care, but that is not the case with BP. We care about the small people.” He later said he was very sorry for speaking “clumsily.”

Why did they put this guy out front? What are they thinking? Between the words of their executives and the reports of what’s happening with the cleanup itself, I can’t come up with one PR-related thing they’ve done right in this whole mess.
I’ve said it before and I’ll say it again: BP does not care what consumers and the American public thinks. They only care what politicians do, because politicians are the only ones who can affect, regulate, or punish BP’s business.
In the meantime, sit back and watch the worst reputation management you may ever see. If it wasn’t such a tragedy, it’d be comical.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. I can’t believe how cowardlyBP has been with this situation. They needed to be more forthcoming with the public about what happened and how difficult it was going to be to fix the well. Im very glad that the leak has been stopped.