BP initial image repair strategies after the Deepwater Horizon spill

The Deepwater Horizon drilling rig exploded on April 20, 2010 off the coast of Louisiana, and the ensuing oil spill caused substantial economic and environmental damage to states on the U.S. Gulf Coast. British Petroleum received strong public criticism for its role in the disaster and quickly attempted image repair strategies. These strategies centered on describing what they were doing to correct the problem and compensate the victims, but did not include strategies such as shifting the blame to the other companies involved nor admitting their own blame. This study applies Benoit's work in Image Repair to a content analysis of the press releases from British Petroleum in the initial aftermath of the Deepwater Horizon spill. We also note the difficulty of using this theory to capture the nuances of responses.

Research highlights▶ BP's initial image repair focused on repairing damage and compensating victims. ▶ BP neither admitted responsibility nor made significant efforts to pass the blame. ▶ It is important to study initial image repair strategies as a distinct stage. ▶ Image Repair Theory allows adequate descriptions of strategies by lacks nuance.