Tone: Positive.
Potential Audience: Thousands.
Article Length: About 24 column-inches.
Content: Art activists platform look at BP's sponsorship of the Olympics with no mention of competitors.
Sector Analysis: The oil and gas industry it is a fierce and competitive industry with a constant global race to drill and capitalise on new markets. CSR is crucial.
Clipping 4
Key messages: “Innovative”, - BP offering Innovative technologies, a product attribute, mentioned in the middle of the article sourced from Online.
Number of Audience exposed: Possibly thousands, however, the article itself was tweeted on Twitter 38 times, and publicly shared on Google once and Facebook “liked” 24 times.
Media Impressions: The number of times the key message “Innovative” appeared in the article was once and the total number of verified readers is 63, so the total number of media impressions for this message is 63.
Tone: Negative.
Potential Audience: Thousands.
Article Length: About 32 column-inches.
Content: An article mainly referring to the BP Gulf of Mexico Oil spill.
Sector Analysis: The oil and gas industry it is a fierce and competitive industry with a constant global race to drill and capitalise on new markets. Innovation is key in this industry to keep the environment safe and reduce costs.
Clipping 5
Key messages: “Safe”, a product attribute, mentioned throughout the report and sourced from Online.
Number of Audience exposed: Probably thousands, with the key message mentioned fifteen times.
Media Impressions: Unable to be ascertained.
Tone: Positive.
Potential Audience: Thousands.
Article Length: About 26 column-inches including image.
Content: Product safety and environmental requirements.
Sector Analysis: The oil and gas industry it is a fierce and competitive industry with a constant global race to drill and capitalise on new markets. Safety is always a number one concern, as dangers abound.
Clipping 6
Key message: “eco-friendly”, a company as well as a product attribute, mentioned in the first paragraph of the report and sourced from Online.
Number of Audience exposed: thousands as this is BP direct website.
Media Impressions: Unable to ascertain. The keyword “safety”, however, was mentioned fifteen times throughout the report.
Tone: Positive.
Potential Audience: Thousands.
Ad Length: About 12 column-inches.
Content: BP praised for its eco-friendly head office in South Africa.
Sector Analysis: The eco-friendly sector is a fierce and competitive industry with the concerns related to the environment and climate change.
Clipping 7
Key message: “Environmentally friendly”, a product feature. Found in the first paragraph and sourced from Online.
Number of Audience exposed: Unable to exactly determine, possibly thousands. Key word mentioned once.
Media Impressions: Key term used once, however, unable to determine exactly how many people read the report.
Tone: Positive.
Potential Audience: Thousands.
Article Length: 4 column-inches with image.
Content: Report about BP's station Car wash product in Australia.
Sector Analysis: The car wash industry it is an extremely competitive industry with so many competitors involved.
Clipping 8
Key message: “CSR”, mentioned throughout the article and sourced from Online.
Number of Audience exposed: possibly thousands, however unable to determine exact number of readers as this is not mentioned at all.
Media Impressions: Unable to determine. Key word is mentioned 4 times however.
Tone: Negative.
Potential Audience: Possibly thousands.
Article Length: About 12 column-inches including picture.
Content: Article on the Gulf of Mexico oil spill.
Sector Analysis: CSR is a rapidly growing area and very imperative for a organisation's PR image and more firms are implementing CSR policies into their business.
Clipping 9
Key message: “Lower emissions”, mentioned in the first paragraph, a product feature and sourced from Online.
Number of Audience exposed: Thousands.
Media Impressions: Not able to determine an exact or any specific number.
Tone: Positive.
Potential Audience: Thousands.
Article Length: Just over 1 inch.
Content: A report about Biofuels' reduction of emissions. - ethanol.
Sector Analysis: The biofuels sector is a growing and increasingly competitive industry, with companies investing heavily in future fuel alternatives to reduce harmful emissions that stress the environment; ethanol is an example.
Clipping 10
Key message: “Energy efficient”, mentioned in the firs paragfraph of the report and sourced from Online.
Number of Audience exposed: possibly thousands, however mentioned once on the BP website page.
Media Impressions: Unable to determine.
Tone: Positive.
Potential Audience: Possibly thousands.
Article Length: About 14 column-inches.
Content: BP's alternative fuels and energy and fuel efficiency.
Sector Analysis: Fuel efficiency is vital to be able to reduce costs for both BP and its customers as well as reduce the harm inflicted on the environment. Alternative fuels sector is growing rapidly due to the need to be more carbon neutral.
Convlusion
Largely, BP's PR image and media exposure is not very healthy due to the colossal environmental damage inflicted on the Gulf of Mexico a few years ago. The positive factors are more visible in their product attributes, but the company's attributes have taken a dent concerning to some operational, environmental and social issues, most recently, with the BP oil spill. BP needs to better such issues more quickly than they had done with the Gulf oil spill and offer solutions in order to sustain the integrity of its PR image.
Word count: 1361.
Appendix I
Clippings
Clipping 1
BP Plc.
BP: NYSE; Energy/Oil & Gas Refining & Marketing
Updated: Oct. 25, 2011
“BP is a London-based oil giant that branded itself as “Beyond Petroleum,” an environmentally conscious energy company. But its image and its financial prospects were decisively revised by the mammoth oil spill in the Gulf of Mexico caused by the April 2010 explosion of the Deepwater Horizon, a drilling rig BP was leasing. Eleven workers died. The leak in a pipe a mile deep spewed out what the United States government eventually estimated to be nearly five million barrels of oil, making it the largest accidental spill in history” (Nytimes.com, 2011).
Clipping 2
The global standard - Report
“Since the tragic accident in the Gulf of Mexico, BP has made significant structural changes to the way it runs its upstream business. Perhaps the largest of these is the creation of the global wells organisation – designed to deliver safe and compliant wells across BP” (BP.com, 2011).
Clipping 3
Fueling an oily future
Art activists Platform look at BP's sponsorship of the Olympics
“BP launched their 2012 Olympics sponsorship advertising campaign in July 2011, just over one year after the 87-day oil spill catastrophe in the Gulf of Mexico. The re-seduction of public opinion began in televisions, high streets and roadsides across the country. Since the Deepwater Horizon tragedy the BP clean-up has taken place in two dimensions: the seabed, fragile coastal ecology, habitats and livelihoods of the Gulf; and that of its shamed image, justly sullied by a catastrophe caused by its own negligent, cost-cutting behaviour. The opportunity to be seen as a good corporate citizen through its sponsorship of the Olympics is magnificent timing from BP's perspective” (Redpepper.org.uk, 2011).
Clipping 4
Steven Chu Drilled (for Nothing) for Longer than Tony Hayward for BP Oil Spill
November 20, 2011 By
Source:()
“In the United States, Congress established the Section 1703 and 1705 loan guarantee programs as well as the Advanced Technology Vehicles Manufacturing Program — all of which provide support to cutting-edge clean energy industries that involve technology and market risks. In doing so, Congress appropriated nearly $10 billion to cover potential losses in our total loan portfolio, thereby acknowledging and ensuring that the inherent risks of funding new and innovative technologies were recognized and accounted for in the budget. We appreciate the support the loan programs have received from many members of Congress — including nearly 500 letters to the Department — who have urged us to accelerate our efforts and to fund worthy projects in their states” (Cleantechnica.com, 2011).
Source:
Clipping 5 – BP Sustainability Report
“Our customers and others who may come into contact with our products expect that those products meet health, safety and environmental requirements
They can expect to be provided with product information and support including, where appropriate, guidance on safe handling and any associated hazards or risks.
We employ highly-qualified health, safety and environmental specialists to provide our businesses and customers with expert advice on the products that we sell.
Product safety assessment
Before they are placed on the market, our products are assessed, to identify any health, safety or environmental issues and to manage compliance with product safety legislation in intended markets.
Our product safety assessment starts with a review of the raw materials used to manufacture or formulate products; in 2010 we assessed 1,023 raw materials for use in our lubricant products. During the safety assessment of products and raw materials, we consider both published and unpublished information to reach conclusions on potential health, safety and environmental hazards.
The assessment also considers the potential for health or environmental impacts across the whole product lifecycle from product development through manufacturing, distribution, industrial or consumer use to eventual recovery or disposal. This evaluation identifies health, safety and environmental risks, for which additional risk management measures may be needed.
Product labelling and material safety data sheets
Information on hazards and risks, as well as safe handling advice, is communicated to product users via material safety data sheets (MSDSs) and container labelling. MSDSs need to comply with the complex and differing legislative requirements that apply in the markets around the world in which we operate” (BP, 2011).
Clipping 6 – Press Release
BP praised for eco-friendly head office
Release Date: 10 March 2006
“BP’s award-winning building in Cape Town has been praised by the architectural community as a pioneering achievement in eco-friendly design and is ranked among the world’s most innovative and sustainable”. (BP, 2006)
Clipping 7
BP Superwash - Report
“BP superwash is environmentally friendly and waterwise - each site recycles up to 85% of water used. So forget the bucket and sponge, with over 60 BP superwash locations in Australia it’s never been easier to keep your car looking good and remain waterwise!” (BP.com, 2011)
Clipping 8
CSR Disasters: BP Spill, A Year On
April 21, 2011, by Akhila Vijayaraghavan
“One of the biggest environmental disasters happened around this time last year. The BP oil spill has leftundeniable impressions on how we view oil drilling and non-renewable sources of energy. This has had a knock-on effect on CSR, PR and marketing. The BP spill is possibly the most high-profile CSR/PR disaster of recent times” (Justmeans.com, 2011).
Clipping 9
BIOFUELS: A GROWING ALTERNATIVE – BP REPORT
Advanced biofuels
“Biofuels aren't new, but technology is being developed to create even better biofuels
with lower emissions and better performance “ (BP, 2011).
Clipping 10 – BP Report
Efficiency: What if saving a lot of energy didn't take a lot of your energy?
“Using energy more efficiently is an important goal for us all. Using less energy to do more: that's something we can all strive for. See the things you can do to become more energy efficient at BP Energy Lab. You'll take a fun interactive journey with Professor B to estimate your carbon footprint, uncover ways to cut your energy usage, and learn more about environmentally friendly energy” (BP.com, 2011).
by
larryhover (student)
