Public Relations in BP Plc - Essay Example

BP plc is a British multinational oil and gas company that has faced constrained public relations over the past years. According to studies by Reed (2011), BP plants have had the highest number of industrial accidents among gas and oil companies, which have resulted in the loss of lives and severe environmental pollution. The most memorable industrial accident that BP suffered was the Deepwater Horizon oil explosion which further resulted in the oil spill in the Gulf of Mexico in the year 2010. Reed (2011) further pointed out that the Deepwater Horizon explosion resulted in the loss of lives and injuries. Because of these recurring accidents, the company has suffered negative publicity, which has amounted to doubts being raised about how BP handles its industrial accidents. To correct this negative publicity, the organization is bound to build a mutual co-existence with the locals in the areas where the company operates. Secondly, the company should employ compensation measures as a public relations strategy and focus on enhancing its internal organizational image, that is to say, how the workers view and feel about the company (Seitel, 2010).   BP’s public relations measures from the organizational perspective

To maintain a positive working environment and an efficient working relationship between the workers and the organization’s management, the company should consider compensating the victims and family members of any person who lost his or her life during any accident involving the company. To maintain a good organizational image, BP should establish a special compensation department whose sole mandate is to assess the extent of loss or injuries suffered by workers while performing their duties. According to Seitel (2010), the compensation granted should not necessarily amount to monetary payments only but it can also be negotiated on the nature of the compensation to be granted. The workers could agree with the company that in case one loses his/ her life because of an industrial accident while on duty, the company could alternatively offer an employment opportunity to any member of the deceased family who is eligible for that position or any other vacancy in the organization. With such a public relations program arrangement with the staff, the company is bound to enjoy healthy relationships with its workers and further have a flexible means of compensation in case of any industrial accident occurring.   BP’s societal public relations measures Apart from building positive organizational public relations with its staff, the company also must present itself as part of the solutions to society’s problems and not the problem. According to Wilcox and Cameron (2011), the company should engage in activities that promote the well-being of the immediate society within which the organization operates. In the events of the oil spillage in the Gulf of Mexico, BP faced public outrage from environmental conservatism and community members who were anglers in the area. The impact of the oil spillage was devastating to the marine life within the location of the spillage.

Most notably affected were the marine birds whose feathers were clogged with spilled oil, which prohibited them from flying. To maintain an appealing image with the immediate society and the affected parties, BP should employ societal public relations practices to mend its tainted image. Seitel (2010) stated in his book that with the occurrence of such a disastrous event whose negative impact is already out in the public domain, it is much safer for the organization to accept responsibility for the accident. Reed (2011) further stated that accepting responsibility should only be the beginning; consequently, the company should demonstrate efforts being exerted to minimize or eliminate the negative impacts of the oil spillage. With the occurrence of such spillage, BP should initiate a program to rescue the affected marine life such as the birds and fishes, and relocate them to safer habitats.

Marine experts and members of the community may be also involved in the rescue process with the marine experts attending to those animals that may have suffered injuries. Furthermore, through the company’s public relations department, members of the community who may have lost their livelihood, as a result of the spillage should also be compensated fairly for their loss of income. In addition, BP should regularly update the public on the status of the situation either using mass media or deployment of direct representatives to members of the society, who would explain the measures being undertaken to avoid recurrences of such industrial accidents in the area and within its other plants around the world.    Read More