If Tony Hayward, the CEO of BP, and ultimate person responsible for the BP Oil Spill in the Gulf wants to survive the present Congressional panel (heckler disruptions aside), he needs to not only get his message straight, but also get the delivery correct. Just like in any crisis communications situation he needs to work on:
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Credibility – so that the panel has confidence in the message and believes in him.
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Appropriate context – for the panel and ultimately the population of the US.
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Right content – which is appropriate for the population of the US (and no doubt the viewers of the countless other international media following this event).
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Clarity – so that the message is unequivocal.
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Continuity – with previous and proposed BP marketing activity.
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Simplicity – so that the message cannot be misunderstood or misinterpret.
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Impact – so the media cover the story from BP’s angle.
We also know from previous news reports that Mr Hayward is not a night owl (OK, I get he needs to be up early to do business back in Blighty). If I was him, I’d be spending a lot of long evenings anticipating what the panel (and journalist) are likely to ask and prepare my response and messaging in reply. I’d be spending my time exactly how a crisis communications spokes person should be preparing:
Anticipate – Prepare – Rehearse
Anticipate – Prepare – Rehearse
Anticipate – Prepare – Rehearse
While Tony may be one of the most hated people in America (has anyone run him head-to-head with Joran Van der Sloot?) if BP can get their crisis communications right, they could emerge a stronger and more profitable company.
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