Recovering From a Blow to Your Brand's Reputation
BP's Deepwater Horizon
In April of 2010, the world watched, horrified, as oil spewed nonstop into the Gulf of Mexico for nearly three months. Thousands of birds, fish, and other wildlife were killed, not to mention the thousands of small businesses along the coast forced to close or relocate. More than 350 lawsuits were filed against the company. In response, BP set up a $20 billion damages fund, which company lawyers argued "far exceeded" the legal requirement, and mobilized 48,000 people, 6,500 vessels, and deployed 2,500 miles of boom to contain or absorb the oil. It even set up a YouTube channel dedicated to documenting the clean-up.