The document summarizes a simulation game about responding to the 2010 BP oil spill crisis. It outlines Sierra Club's analysis of BP's poor crisis response, including lack of preparation and downplaying the accident's severity. It also describes training on media interviews, social media monitoring, and framing messages to control the narrative and promote green energy goals.
A Critique of the Proposed National Education Policy Reform
BP oil spill from the point of view of Sierra Club
1. CRISIS COMMUNICATION OF TODAY
International Summer University Program 2013 - Copenhagen Business
School,
Crisis Communication and Social Media - A Simulation Game Learning
Experience
2. DESCRIPTION/TABLE OF CONTENT
Deepwater horizon oil spill disaster. Sierra
club’s assessment and analysis
BP oil spill crisis situation analysis
Media training
Social media training
Learning outcomes
References
List of writers
3. BP OIL SPILL CRISIS SITUATION ANALYSIS
Our perspective on the crisis by our manager:
http://www.dailymotion.com/video/xg1uat_sie
rra-club-on-bp-oil-spill_news#.UeaM_KeZi2k
4. BP OIL SPILL CRISIS SITUATION ANALYSIS
Mainly environmental crisis in the Gulf of
Mexico
Critical to all wildlife in the area
Unpredictable long term effects of the oil
spill
5. BP OIL SPILL CRISIS SITUATION ANALYSIS
Main issues/what we did:
Saving wildlife/cleaning up the oil By
sending out volunteers to all beaches
Securing sustainable energy for future
generations By lobbying in the White
House for legislation on green energy
Promoting green energy to the public
Through events and our webpage/social
media
6. BP OIL SPILL CRISIS SITUATION ANALYSIS
We believe it could have been prevented
through:
Green energy
Safety regulations on oil rigs
Poor crisis preparation
from BP oil
7. BP OIL SPILL CRISIS PLANNING
Preventing the crisis by having a
comprehensive crisis plan:
Communicating the right message
at the right time
to the right people
by the right person
(Anthonissen, 2008, p. 28)
8. BP OIL SPILL’S EFFECT ON SIERRA CLUB
More focus on green energy – making it
easier to lobby Clean Water
Act, RESTORE the Gulf Coast Act (hence
more legitimacy)
9. MEDIA TRAINING – Q&A’S
What did Michael Burne do during the crisis? Visted the affected areas
What did the RESTORE Bill contain?
Why did you only start doing something about oil pollution during the
crisis? We didn’t we have been working on doing something for the
climate changes during several years
If you don’t want oil – then what do you want? Why? Oil free & high
efficiency cars (electric cars), Bikes, Public transport, Wind, Solar
What do you do for the environment?
How does your organization work? National organization and local
organizations (with a lot of volunteers)
10. MEDIA TRAINING - ASSESSMENT
We had a good position, because no one
was against us.
We were reasonably prepared
It did help us during the media training – it
was easier to respond, when you knew what
to respond.
We tried to turn unexpected questions so
they could be answered with things we knew
Another time we will assign spokespersons
11. MEDIA TRAINING – QUESTIONS FOR OTHER
GROUPS
BP – media/social media:
Have you made any changes in communication strategy according to Social Medias?
Why did you downplay the accident?
Isn’t it a little late to commit to the Gulf after you destroyed it?
Local stakeholders:
How do you feel about Louisiana being the only state that is not cleaned up yet?
The White House:
Are you planning to make the US “more green” after the BP crisis?
BBC News:
Why did the CEO at the time of the accident play such a little part in your documentary?
Greenpeace:
What do you think the BP should have done differently in connection to the oil spill?
Huffington Post:
Why do you keep on posting about the BP oil spill?
12. MEDIA TRAINING - ASSESSMENT
We tried to ask the questions we had
prepared but usually they avoided
answering the questions – so we had to
ask more follow-up questions to get a
satisfactory answer
13. LEARNING OUTCOMES OF MEDIA TRAINING
Another time we would assign
spokespersons – it is important that people
know who to ask (Anthonissen, 2008, p. 29)
It is important that the organisation responds
quickly to their stakeholders (Ulmer et al, 2011, p. 64)
Consistent point of views throughout the
whole team (Anthonissen, 2008, p. 138)
Be prepared or this can end up harming you
instead of helping you (Anthonissen, 2008, p. 15)
14. SOCIAL MEDIA TRAINING
BP sees social media as a possibility to
promote themselves
Comments need to be approved before
occurring on Facebook page
Create a human picture of themselves
(through i.e. John the fireman)
Responds to almost all positive comments
15. SOCIAL MEDIA TRAINING
The crisis is framed as an opportunity to
create a better Gulf Coast
Focus is moved from the oil spill to a ”see-all-
the-good-things-we-do-now” approach
BP is trying to promote that the Gulf is clean
and there will be no long term effects.
16. SOCIAL MEDIA TRAINING
BP’s framing of the oil spill should be taken
with a pinch of salt
They are more interested in saving their own
reputation than the Gulf Coast
The picture they paint is not realistic – to get
a clear picture of what the Gulf Coast is like
today you need to consult more sources
17. LEARNING OUTCOMES
Crisis communication planning is a key factor
when dealing with a crisis and shouldn’t be
underestimated
A quick response is important – if you don’t
have enough information then tell them you
will investigate
Take control of the situation
18. REFERENCES
Anthonissen, P. (Ed.) 2008 Crisis
Communication: Practical PR Strategies for
Reputation Management and Company
Survival, Kogan Page.
Umer, R., Sellnow, T., and Seeger, M. 2010.
Effective Crisis Communication: Moving from
Crisis to Opportunity. Sage Publications
19. LIST OF WRITERS
Lisa Hartmann Andersen, stud.ling.merc, twitter:
@hjerteafguld
Malik Benjamin Johansen stud.merc.im, twitter:
@mbj1983
Emil Petersen, stud.merc.psyk, twitter: @1337emil
Camilla Schæbel, stud.merc.com, twitter:
@camilla_schbel
André Samy Brandt, stud.merc.psyk, twitter:
@brandt_samy
Instructor: Betty Tsakarestou, Assistant
Professor, Department of Communication, Media and
Culture at Panteion University, Greece, @tsakarestou
Academic Director: Patricia Plackett, Department of
Operations Management at CBS, www.cbs.dk