Well, as we all know, Mr. BP is up to his forehead in oil, and he seems to be having difficulty in making decisions…oil on the brain. Although we can all appreciate the CEOs and COOs in the business world, oftentimes, it will be the people “in the field” who are critical in making and reaching the right decisions. If we add some of the “geeks” in the science room to that practical common sense, we may all be a lot better off in the world. Add to that a little green, sustainable thinking, and we’ll have the recipe for a better future.
So far, the random suggestions have been “top kill,” “bottom kill,” “static kill,” more drilling and a few ideas from the political arena that include standard explosives all the way to a nuclear bomb…with the rumor that the Russians have actually already tried the nuclear option with some success…wow! Add to that, what appears to be one person who actually thought of a remedy, is an actor known as Kevin Costner…second wow!
Mr. BP has decided to work with the “Mr. Slick PR” agency (no pun intended). Slick is trying to decide the best way to solve Mr. BP’s public image problem…whether direct marketing, advertising, public relations or referral-based marketing. Since money is not a problem for Mr. BP, Slick has an unlimited budget, but realizes that just throwing money at the problem won’t solve everything. Instead, he has to develop the best strategies. Slick understands that nobody believes Mr. BP anymore (a few too many promises with very little to show), so Slick isn’t sure what to do and reviews the business development principles outlined here.
Business development principles
If a young man tells his date she’s very perceptive, looks fabulous and is a great conversationalist, he’s saying the right things to the right person—that’s marketing. If the young man tells his date how handsome, sophisticated and smart he is, that’s advertising. If someone else tells the young woman how handsome, smart and successful her date is, that’s public relations. If a mutual friend or associate tells the young woman what’s great about the man and the benefits of going out with him and the best way to make the first date, that’s referral-based marketing.
Time to dig deeper
When Slick considers marketing, he realizes he may have a problem with coming up with the right things to say. Besides, in this situation, who’d be the right person to say it to? In other words, who’s buying? When it comes to advertising, everyone knows Mr. BP is a good-looking guy, and like the gecko, has a cute accent; but how smart BP is may present a serious problem. Since he’s a public relations guy, and like most lobbyists, he has no objections to flat-out lying to the public and to government officials, he likes the idea of trying to change more than 300 million minds in the United States…and abroad if he can get that, too.
Slick also likes the idea of referral-based marketing, since, so far, he’s been successful in getting several republican senators and congresspeople to speak out on behalf of Mr. BP…he likes to call them the Republican Guard for BP. Slick is very happy with the BP Republican Guard, who’ve said Mr. BP is being “shaken down” for having to pay for negligence…not withstanding the law and good common sense. So, Mr. Slick and Mr. BP would like your help with the questions on this page.
Do You Have the Answers?
a. To have been honest in stating the company had no real solutions to the problem.
b. To have engaged the full world’s resources from the beginning.
c. To have issued a sincere apology.
3. What would have been Mr. BP’s best strategy after the problem?
a. Spend millions of dollars in advertising to change the world’s view.
b. Buy more republicans in the U.S. government.
c. Locate good strategic partners to make sure this doesn’t happen again.
How Business Smart Are You?
What, if anything, can Mr. BP do to improve his public image at this point?
