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The Deepwater Horizon oil spill is also referred to as the BP oil spill. It was the largest marine oil spill that has ever existed. It began on April 20, 2010 and occurred off the coast of the United States in the Gulf of Mexico. It killed 11 people and injured 17 others. It caused oil and methane gas to spill into the ocen for 87 days after it occurred (1).

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BP executives responded to what happened by placing the blame on the contractors and declared it was not their fault. BP had already cut costs to their public and government relations department, so outside consultants were being used.

The most famous quote was from the CEO, Tony Howard. He said, "There's no one who wants this thing over more than I do. You know, I'd like my life back" (2).

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BP initially stated that the oil rig was leaking 1,000 barrels a day. The figure ended up being 5,000 barrels a day, but spokespeople downplayed it by saying between 1,000-5,000 (3).

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Glenn DaGian, a former BP and Amoco employee, was outraged that BP's response weren't more apologetic. DaGian was called in to help a week after he happened.

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Boats and boating--Equipment and supplies

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Crisis management for any organization is not easy. Many organizations and PR firms use the BP Oil Spill as what not to do. Experts in the field "emphasize that a discourse of renewal in organizations requires strong leadership, a prospective outlook, and a willingness to tenaciously embrace values of corporate social responsibility" (4). Strong leadership, organization, and ownership are crucial to improving the community's outlook on the organization.

Leadership:
I would have made sure that the CEO or anyone speaking on behalf of BP was open and transparent in their communications with the world. In addition, all spokespeople would be apologetic and humble regarding the situation, the lives lost, and the amount of damage it did to the land, ocean, wildlife, and people. Leadership would be trained to respond in a transparent and sympathetic way. There would be no quotes from the CEO that made the company look like they didn't care.

Organization:
I do believe that BP was correct in having one spokesperson. I would do the same thing. However, I would also implement a communication strategy for all employees and channels. I would make them follow a three part plan when dealing with questions: 1) thank the person, 2) correct facts, and 3) share updated information (5).

Ownership:
Above all else, I would have made sure that BP owned up to the damage that was caused. There would have been no blaming others or trying to push it off on someone else. BP initially tried to blame the contractor of the oil rig, Transocean Ltd. (3). In addition, BP referred to the spill as the Gulf of Mexico Spill (3). Under my direction, neither one of those things would have happened as BP would have taken full ownership.

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1)Patel, S. (n.d.). The 5 biggest PR failures of the last decade . Inc. https://www.inc.com/sujan-patel/the-5-biggest-pr-failures-of-the-last-decade.html

2)Shogren, E. (2011, April 21). BP: A textbook example of how not to handle Pr. NPR. https://www.npr.org/2011/04/21/135575238/bp-a-textbook-example-of-how-not-to-handle-pr

3)Beam, C. (2010, May 6). What P.R. experts think of BP’s response to the oil spill. Slate Magazine. https://slate.com/news-and-politics/2010/05/what-p-r-experts-think-of-bp-s-response-to-the-oil-spill.html

4) Sellnow, T. (2017, April 18). BP’s Crisis Communication: Finding Redemption Through Renewal. National Communication Association. https://www.natcom.org/communication-currents/bps-crisis-communication-finding-redemption-through-renewal

5)Capstick, I. (2010, July 12). 5 digital PR lessons from BP’s oil spill response. MediaShift. https://mediashift.org/2010/07/5-digital-pr-lessons-from-bps-oil-spill-response193/