07: Persuasive Amy Newman 07: Persuasive Amy Newman

NYT Article: In Serious Company Crisis, "P.R. May Only 'Get People to Hate Them Less.'"

The Story

The New York Times reported quite the story about the recent P.R. failings of BP, Toyota, and Goldman Sachs, citing both missteps and what sounds like hopelessness.  Some crises, the article concludes, may be beyond repair through communication. This paints a dim picture of corporations' attempts to recapture trust and rebuild a brand. 

NYT In Case of EmergencyNYT In Case of Emergency
NYT In Case of Emergency 

Discussion Starters

  • Do you agree with the conclusions drawn in the article? Why or why not?
  • If these companies-BP, Toyota, and Goldman-hadn't made mistakes in their communication, would public perception be different?
  • Thinking as a customer or client of each business, what, if anything could each company have done differently to win you over?
  • What principles of persuasion (from Chapter 7) did each company use? Which could it have used more or less?

Assignment Ideas

  • As a group, watch viewers' perceptions of CEO Akio Toyoda, as he discusses Toyota's issues. Why do you think the viewers gave him mixed reviews, with "skepticism" their most common reaction? At what points did viewers' ratings decrease and increase? What do you think caused these changes?
  • After reading the NY Times article, choose one of the three companies and do your own research about how it handled the crisis. Write a report to the CEO with your analysis and recommendations for communicating during a crisis in the future.
  • Find a speech or commercial from one of these companies about its crisis. You'll find several on MediaCurves.com, on YouTube, and on each company's website. Analyze the video in terms of persuasion techniques discussed in Chapter 7. Write a memo summarizing your analysis.
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07: Persuasive Amy Newman 07: Persuasive Amy Newman

BP Cleans Up (Its Image)

The Story

After the oil spill disaster in the Gulf of Mexico, British Petroleum tried to repair its reputation, partly with a TV commercial.  In this video, you'll see how viewers responded to the message.

BP Media Curves 
  

Watch the full video at the source: http://mediacurves.com/Politics/BP%20Commercial/. 

Discussion Starters

  • What principles of persuasive communication (discussed in Chapter 12 ) does BP use in this message?
  • In your opinion, is this an effective message? Why or why not?
  • Why do you think the viewers reacted positively overall?
  • At what points in the video do you see a significant change in viewer opinion? Why do you think people change their perception at these points?  
     

Assignment Ideas

  • Write a memo to BP's VP, Advertising, with your analysis of the commercial, based on persuasive communication principles.  What works in the commercial?  What doesn't?
  • Draft a script for a new commercial.  How would you communicate BP's message about the oil spill and their commitment going forward?
  • Research other PR missteps by BP during this crisis situation.  As a communication consultant, write a memo to Tony Hayward with your advice: following the spill, what could he and the rest of the organization have done differently to maintain the company's reputation?

 

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