BP commits to cleaning up…its image

Old news but: According to Advertising Age, in June 2010 BP spent nearly $3.6 million buying keywords associated with the disaster as “oil spill”, “leak”, “top kill” and “live feed”. BP spokesman Toby Odone confirmed to ABC News that the oil giant had in fact bought internet search terms.

The words ‘oil spill’, ‘BP oil spill’, ‘Deepwater Horizon’ and ‘oil spill response’ are among several other related search terms that linked to BP’s website where soothing and reassuring messages were published about the situation.
Before the spill, BP did very little search engine marketing, and it seems the key word purchases are no longer current.

Prior to this little piece of SEM, BP screwed up the PR stuation royally, initially blaming anyone else it could thnk of the mispreresenting the seriousness of the situation; they initially claimed that 1,000 barrels of oil a day were leaking when the spill began, then they admitted to leaking 5,000 barrels a day. In fact it was estimated that 53,000 barrels per day were escaping from the well just before it was capped. It is believed that the daily flow rate diminished over time, starting at about 62,000 barrels per day and decreasing as the reservoir of hydrocarbons feeding the gusher was gradually depleted. bp oil spill
The leak flowed for three months, killed 11 platform workers and injured 17 others and was the largest accidental marine oil spill in the history of the petroleum industry. Although it’s disappeared from the news, the impact of the spill continues since the well was capped. “We’ve never had a spill of this magnitude in the deep ocean,” said Ian R. MacDonald, a professor of oceanography at Florida State University.

“These things reverberate through the ecosystem,” he said. “It is an ecological echo chamber, and I think we’ll be hearing the echoes of this, ecologically, for the rest of my life.”

as of Sept 8 when it released its internal investigation report, BP still seemed unwilling to accept full responsibility saying decisions made by “multiple companies and work teams” contributed to the accident which it says arose from “a complex and interlinked series of mechanical failures, human judgments, engineering design, operational implementation and team interfaces.”

Sorry seems to be the hardest word.
bp sorry


One Response to “BP commits to cleaning up…its image”

  1. […] on from my earlier post about BP, it’s become interesting to follow this business..what happens to a brand and indeed […]

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