By Rebecca Seay
In a Forbes article published today, BP revealed a $500 million public relations campaign to over come the 2010 Gulf spill.
The campaign will focus on BP's retail business, which makes up the majority of its worth. Since what was named the worst oil spill in U.S. history, BP's customer sales end showed no visible effects, so the company has decided to stay clear of environmental initiatives and put their money towards positioning themselves "as an efficient player in the oil and gas space.
The campaign will involve a new customer loyalty program as well as a new gasoline offering called "Invigorate," helping to keep car engines clean and saving customers money.
The strategy of this campaign is based off the fact that BP's campaign prior to the Gulf spill, which focused on BP's commitment to the environment, proved to be false and misleading.
I believe this new approach will work better for BP as it focuses on the business end, instead of trying to claim environmental support. Let's face it, oil companies are not for the environment; they are oil companies. They provide a much needed resource that happens to be bad for the environment, but it is better for the company to just come out and say that rather than claim different.
In a Forbes article published today, BP revealed a $500 million public relations campaign to over come the 2010 Gulf spill.
The campaign will focus on BP's retail business, which makes up the majority of its worth. Since what was named the worst oil spill in U.S. history, BP's customer sales end showed no visible effects, so the company has decided to stay clear of environmental initiatives and put their money towards positioning themselves "as an efficient player in the oil and gas space.
The campaign will involve a new customer loyalty program as well as a new gasoline offering called "Invigorate," helping to keep car engines clean and saving customers money.
The strategy of this campaign is based off the fact that BP's campaign prior to the Gulf spill, which focused on BP's commitment to the environment, proved to be false and misleading.
I believe this new approach will work better for BP as it focuses on the business end, instead of trying to claim environmental support. Let's face it, oil companies are not for the environment; they are oil companies. They provide a much needed resource that happens to be bad for the environment, but it is better for the company to just come out and say that rather than claim different.
Read the full article below:
http://www.forbes.com/sites/greatspeculations/2012/02/07/bp-goes-for-public-relations-makeover-to-get-beyond-gulf-spill/
No comments:
Post a Comment