Editorial comment
The adage is that âreputation is the most important thing that a person ownsâ. But equally, you canât ever fully control what people think of you, despite your best efforts to influence.
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BP has been trying to salvage some control over its reputation by purchasing sponsored links appearing at the top of google and yahoo search pages, buying keywords such as âoil spillâ in an effort to direct information or opinion seekers to its own website first. It has also considered trying to close down a fake Twitter page that ridicules the companyâs positive PR efforts. BP has also controversially appointed Anne Womack-Kolton (former press officer for Dick Cheney) as the head of BP Americaâs media operations. The result of all these actions is that the company has been criticised by the public for spending unnecessary time and money on managing its reputation rather than plugging the hole in the ocean.
BPâs ethical reputation has been awarded a grade âEâ, the lowest grade possible, by Covalence, an organisation that monitors the ethical standing of large organisations.
Tony Hayward has been accused of âspinâ in disputes with scientists over the amount of oil that was actually gushing from the well, and in response to his now infamous exclamation of âI want my life back,â he is now being referred to as one of the most hated men in America.
Another person who has had his fair share of reputation ups and downs is Hollywood star Kevin Costner. On the back of what was at the time (unjustly!) cited as a reputation-obliterating Waterworld, Costner was inspired to fund a company that manufactures, âThe most effective and efficient tool for cleaning up oil spills that you have probably never heard of,â in Costnerâs words as he presented his solution to US Congress in Washington DC on 9 June. But unfortunately, Capitol Hill has been less hospitable towards Britain this week. If, in Americaâs eyes, Costner is shaping up as the âRobin Hoodâ amid the crisis, is the role of the villainous âSheriffâ enduring as a traditionally British one? Indeed it is, according to some interpretations of Obamaâs âanti-Britishâ rhetoric, which included referring to BP as âBritish Petroleumâ â BPâs somewhat antiquated corporate identity. However, the US Ambassador to London has since assured, âWhile it might seem a bit undiplomatic in terms of the words, trust me, it had nothing to do with the fact it was British or American. It was the fact itâs a problem.â
BPâs reputation will be badly affected for a long time to come. However, reputations shift, and blame is reapportioned. We should never forget that the LNG industryâs reputation, although strong to date, is as vulnerable as those in any other areas of the oil and gas industry.