Posted by: Sid Williams

So if you haven’t noticed, British Petroleum, better known as BP, has a bit of a public image problem. It’s something that many people and companies have had to deal with at some point in their lives. Unfortunately for BP though, this one is not going to be swept under the rug. No clever advertising or public apologies are going to fix what they did. In no way are people ever going to have a high opinion of them again.

Apparently, though, they’re not giving up. They have purchased sponsored links that appear at the top of Google and Yahoo search results for terms like “oil spill.” If you’re not sure how that works, it’s actually very simple. Have you ever been searching for something and seen the top few results highlighted yellow (see below)? Well, that’s it. If you buy keywords like “Oil Spill”, then the results of a search for those keywords will be the link you wish a person to see highlighted at the top. Clearly this is a move to help redirect the cacophony of negative criticism and imagery that’s filling the internet daily about the massive and devastating ecological catastrophe BP have created. Too little too late? Or just completely unnecessary?

Now they’re the top listing for anyone looking for information about the spill, so what’s the point? Ok, we all know that social media, web strategies, targeted marketing, etc. are tools we use as marketing agencies to influence and modify the consumer’s impression of a product or service. Well, that’s it, that’s the point, to try and curve the hatred away from BP.

I’m not even going to pretend I know how they should handle this situation. If I had those answers I would probably be standing next to President Obama right now instead of sitting here writing this blog. I do know, however, that this lame attempt is certainly not going to do it. Perhaps that’s why there’s such buzz around them buying these search results. BP have the audacity to think they can even begin to cover this disaster, especially by trying to dictate what we see when we look for information on the spill.

There is one obvious piece of advice I would give, and take it with a grain of salt, because like I said, this situation is probably too big for any one solution to work as they have made many mistakes. However, they need to stop Tony Hayward from talking, ever. The man seems to say the wrong thing at the wrong time, every time. For example:

“There’s no one who wants this thing over more than I do, I’d like my life back”

Well Tony, what about the 11 men killed in the explosion? The fishermen and their families? Or how about the considerable amount of other victims?

But all hope is not lost. Perhaps BP would have a slightly better image if they were backing these kinds of people and perhaps getting a little dirty themselves by following their example.

It seems that one company’s ruin is another’s benefit. For example, we know that the pelican above is being cleaned with Dawn and right now Dawn isn’t making a big deal of it. They’re not out there with new commercials, new ads, or new anything for that matter. They’re being humble and just helping rather then saying “look at how awesome we are”. The public appreciates that and will remember it.

So, if there is a lesson to be learned here it’s that when a company makes a mistake they need to own up, not cover up.

Actually, that’s probably just a good life lesson, but hey, never underestimate the power of common sense.

Okay. This blog has been rather serious, so it’s time for a little humor at the expense of BP.

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One Response to “BP Buys Search Term “Oil Spill””

1. Keith Sullivan says:

   June 16, 2010 at 11:42 am

   Its a very bad time for a company like BP and I guess the old sane holes true to form you are only as good as your last job and in this case as the money and product comes in we love you but have a accident and you are a social out cast.When soming likes this happens honesty is always best,and no matter what the cost show these people who its effecting that you are trying to do your best to clean it up as fast as possible. People look at the guy at the top who is making the big money and and the big bonus that doesn’t understand how it affects them when they are only living from pay checque to pay cheque.
   As always there will be reform that will come out of this as in all bad things that happens and as a former offshore worker who worked on rigs that drilled in over 5000 feet of water we never realized the risk that was been taken but after this Iam sure people will.
   What really cracks me up is how people like the liberal leader and NDP leader who haven’t got a clue of what really goes on offshore is quick once again to jump on the negative things once again and try to put fear in to the people for there self gain but don’t realize how it makes them look more like a idot.