In response the Memphis-based company has unleased its PR machine in an effort to soften the blow
The company has posted an apology in a prominent spot on its website, Senior VP Matthew Thornton has a written and video apology on his blog, and the company has responded to numerous media requests for interviews.
The company is doing the right thing by responding quickly, but erasing the unfavorable video image from the public’s mind won’t be easy. One version of the YouTube video of the computer toss had been viewed nearly 758,000 times in less than two days. A Yahoo search of “FedEx delivery over fence” yielded 874,000 results.
ProPublica columnist Jesse Eisinger offers a withering take on Goldman Sachs’ promise last week to behave better and be more open about its business dealings.
In a nutshell, Eisinger finds the 63-page Business Standards Committee Report a public relations stunt.
” … Some of it was welcome, like the increased financial disclosure. Some may fall by the wayside, like most New Year’s resolutions. Some seems as disingenuous as any piece of professional flackery,” Eisinger writes.
So far nothing has worked, but at least BP keeps trying to cap the gushing Gulf oil well. Give the company credit for trying. Not that it has any choice.
But BP has a choice when it comes to PR and it is failing miserably. Miserably.
BP can’t win the public relations battle — people are too mad and the damage too extensive — but the company should get imaginative in its approach to the public. It should start making significant payments to every Gulf Coast company hurt, or potentially hurt, by the spill.
I’m sure there is a corporate lawyer somewhere warning BP against being too generous and …