University of Miami
Scholarly Repository
Open Access Theses
Electronic Theses and Dissertations
2012-05-08
British Petroleum's Use of Image Restoration
Strategy on Social Media and Response After the
2010 Gulf Oil Spill
Katherine Rogers
University of Miami, [email protected]
Follow this and additional works at: http://scholarlyrepository.miami.edu/oa_theses
Recommended Citation
Rogers, Katherine, "British Petroleum's Use of Image Restoration Strategy on Social Media and Response After the 2010 Gulf Oil
Spill" (2012). Open Access Theses. 334.
http://scholarlyrepository.miami.edu/oa_theses/334
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UNIVERSITY OF MIAMI
BRITISH PETROLEUM’S USE OF IMAGE RESTORATION STRATEGY ON
SOCIAL MEDIA AND RESPONSE AFTER THE 2010 GULF OIL SPILL
By
Katherine Rogers
A THESIS
Submitted to the Faculty
of the University of Miami
in partial fulfillment of the requirements for
the degree of Master of Arts
Coral Gables, Florida
May 2012
©2012
Katherine Rogers
All Rights Reserved
UNIVERSITY OF MIAMI
A thesis submitted in partial fulfillment of
the requirements for the degree of
Master of Arts
BRITISH PETROLEUM’S USE OF IMAGE RESTORATION STRATEGY ON
SOCIAL MEDIA AND RESPONSE AFTER THE 2010 GULF OIL SPILL
Katherine Rogers
Approved:
________________
Don W. Stacks, Ph.D.
Professor of Public Relations
________________
Joseph Treaster, M.S.
Professor, John S. and James L. Knight Chair
in Cross-Cultural Communication
_________________
Shannon Campbell, Ph.D.
Assistant Professor of Public
Relations
________________
Terri A. Scandura, Ph. D.
Dean of Graduate School
ROGERS, KATHERINE
British Petroleum’s Use of Image Restoration
Strategy on Social Media and Response After the
2010 Gulf Oil Spill
Abstract of a thesis at the University of Miami.
(M.A., Communications)
(May 2012)
Thesis supervised by Professor Don Stacks.
No. of pages in text. (53)
As the population and use of social media platforms increase, so does the role
they play in crisis communication. This study focuses on how BP used social media,
specifically Twitter, as a platform for their public relations response to the devastating
2010 Gulf Oil Spill. Additionally, this study focuses on identifying how social media
users used Twitter as an avenue to reach out to BP on and voice concerns and attitudes
after the spill. A content analysis of Tweets written in response to the spill was conducted
and through that analysis it was determined that BP used Twitter as a way to disperse
messages about how they were making things better or compensating people; while social
media users used Twitter to attempt to engage with BP and voice negative opinions about
many areas that were damaged because of the spill. By identifying how BP used Twitter
and restoration strategies in the wake of the spill, it is possible to compare their use to
best practices that have developed through academic research and existing case studies
where social media and restoration strategy was used effectively. This can identify why
BP’s response was not well received. By identifying how social media users used
Twitter, it is possible to use this case study as an example of the importance of engaging
with users and identifying areas of concern. This study has implications for public
relations practitioners and all professionals who are charged with creating crisis
communication plans. Limitations of the study and recommendations for future research
were included.
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1>0''()!%)/$0L(!3()L0/(!1,&3?C!"g<!1>(('3!qDEp:A()0/%!>()(!/,22(/'(-!',!9%'$()!%!
3%A&2(!30J(!,5!O;!1>(('3!5,)!%+%2?303C!:+%2?J(-!/,+'(+'!/%A(!5),A!-%'(3!8(90++0+9!
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%+%2?J(-!3%A&2(!>()(!/,22(/'(-!%'!)%+-,A=!'$(!A%T,)0'?!,5!/,+'(+'!FOMCQmG!>%3!
9(+()%'(-!0+!;<"<!5),A!'$(!8(90++0+9!,5!'$(!,02!3&022!.+'02!:.9.3'!;<"<=!T.3'!%5'()!'$(!
>(22!>%3!/%&&(-C!*+!'$(!%5,)(A(+'0,+(-!3%A&2(!'$(!9(+-()!,5!'$(!3(+-()3!>%3!
)(&,)'(-!%3!QMC@m!A%2(=!"gC"m!5(A%2(=!%+-!@gCRm!,'$()!F3((!1%82(!@d"GC!!
!
!
!
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;R!
!
1%82(!@C"!4(+-()!,5!1>(('!W(+-()!
Gender
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Other
39
47.6
47.6
47.6
Male
29
35.4
35.4
82.9
Female
14
17.1
17.1
100.0
Total
82
100.0
100.0
!
H%'%!/,22(/'(-!',!%+3>()!'$(!)(3(%)/$!i.(3'0,+3!0+!)(9%)-!',!1>(('3!
9(+()%'(-!8?!D)0'03$!E('),2(.A!>()(!%23,!9%'$()(-!5),A!1>0''()!%)/$0L(!3()L0/(!
1,&3?C!1$)((!$.+-)(-!'>(+'?!1>(('3!5),A!DEp:A()0/%!>()(!/,22(/'(-!%+-!%!3%A&2(!
,5!"<S!1>(('3!>%3!3(2(/'(-!%'!)%+-,A!5,)!%+%2?303C!:+%2?J(-!/,+'(+'!)%+9(3!0+!-%'(!
5),A!6%?!"<=!;<"<=!',!N%+.%)?!"M=!;<";C!:2'$,.9$!'$(!1>(('3!>()(!3(2(/'(-!%'!
)%+-,A=!0+!'$(!3%A(!A%++()!%3!'$(!50)3'!3%A&2(=!'$(!A%T,)0'?!FOSCMmG!,5!'$(!1>(('3!
0+!'$(!3%A&2(!%)(!5),A!'$(!'0A(!3&%+!5),A!'$(!8(90++0+9!,5!'$(!3&022!',!3$,)'2?!%5'()!
'$(!>(22!>%3!/%&&(-C!:2A,3'!(09$'?!&()/(+'!FgSCOmG!,5!'$(!/,+'(+'!0+!'$(!3%A&2(!
>%3!)(3',)%'0,+!3')%'(9?=!>$02(!;<C;m!,5!'$(!/,+'(+'!>%3!+,'!)(3',)%'0,+!3')%'(9?!
F3((!1%82(!@d;GC!1>(('3!/,-(-!%3!+,'!)(3',)%'0,+!3')%'(9?!30A&2?!/,+'%0+(-!3,A(!
8%30/!0+5,)A%'0,+!,)!-0-!+,'!&()'%0+!',!'$(!,02!3&022!%+-!)(/,L()?C!
1%82(!@C;!E()/(+'%9(!,5!1>(('3!#,+'%0+0+9!b(3',)%'0,+!W')%'(9?!
Frequency
Valid
Percent
Valid Percent
Restoration
87
79.8
79.8
Not Restoration
22
20.2
20.2
109
100.0
100.0
Total
$
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1%82(!@d;=!)(3.2'3!3$,>(-!'$%'!,5!'$(!"<S!'>(('3!%+%2?J(-!'$%'!RQC@m!FM;G!>()(!
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'$%'!/,+-(A+(-!D)0'03$!E('),2(.A=!,)!%+?!/,+'(+'!'$%'!/)0'0/0J(-!DE^3!)(3&,+3(!%3!
0+(55(/'0L(=!0+3.550/0(+'=!,)!0A&),&()C![,)!(7%A&2(=!+(9%'0L(!1>(('3!0+/2.-(-!,+(!
5),A!6%?!"S=!;<"<!>$(+!q9(,5520L0+9!1>(('(-!X*'!3((A3!20K(!qDEp:A()0/%!/2%0A!',!
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3.99(3'0,+3=!/2%)050/%'0,+3C!#,+'(+'!/,-(-!%3!+(.')%2!0+/2.-(-!%!1>(('!5),A!6%?!Q=!
;<"<!8?!qJ%08%'3.!'$%'!3%?3!XB('!qDEp:A()0/%!K+,>!'$(!tV02W&022!03!0A&,)'%+'!',!
?,.Y!%+-!%+,'$()!1>(('!5),A!N.2?!"=!;<"<!>$(+!EDW!a(>3!I,.)!Fqa(>3I,.)G!
1>(('(-=!X!Z%'/$!qDEp:A()0/%!0+'()L0(>!20L(!,+!,.)!q.3')(%AYC!!1$(!50+%2!"C;m!
F"G!,5!'$(!/,+'(+'!>%3!&,30'0L(!0+!',+(C!*+!,)-()!5,)!%!1>(('!',!8(!X&,30'0L(=Y!0'!$%-!',!
/,+'%0+!/,+'(+'!'$%'!>%3!0+!3.&&,)'!,5!DE!%+-!'$(0)!(55,)'3!',!/2(%+!'$(!4.25!,)!0+!
!
!
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%!1>(('!'$%'!3'%'(-!'$%'!DE!$%-!8),.9$'!'$(!/,AA.+0'?!',9('$()!0+!'$(!4.25!5,)!%!
2%)9(!8%)8(i.(!(L(+'C!!
1%82(!@CQ!b(/,)-(-!1,+(!,5!1>(('3!H0)(/'(-!1,>%)-3!DE!
Frequency
Valid
Percent
Valid Percent
Negative
52
63.4
63.4
Neutral
29
35.4
35.4
Positive
1
1.2
1.2
82
100.0
100.0
Total
#$0d3i.%)(!L%2.(h!@gCgQ!
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1,!-('()A0+(!'$(!-,A0+%+'!5,/.3!,5!1>(('3!-0)(/'(-!',>%)-!D)0'03$!
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)(/,L()?=!%+-!,'$()C!1$(!&.)&,3(!,5!'$03!)(3(%)/$!i.(3'0,+!03!',!-('()A0+(!>$%'!'$(!
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.3(-!1>0''()!',!/,AA.+0/%'(!/,+/()+3!%+-!033.(3!-.)0+9!'$(!,02!3&022!%+-!/2(%+!.&!
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'$(!1>(('3!'$%'!5(22!0+',!'$03!/%'(9,)?!/,+'%0+(-!A(33%9(3!'$%'!(7&)(33(-!5).3')%'0,+!
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>()(!0+!)(9%)-!',!'$(!50+%+/0%2!%+-!(/,+,A0/!0A&%/'!'$%'!'$(!3&022!$%-!,+!'$,3(!'$%'!
0'!$%-!%55(/'(-C!*+-.3')?!%+-!$(%2'$!8,'$!>()(!'$(!5,/.3!,5!;C@m!F;G!,5!'$(!/,+'(+'!
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1%82(!@C@!b(/,)-(-![,/.3(3!,5!6(33%9(3!
Frequency
Valid
Percent
Valid Percent
Industry
2
2.4
2.4
Health
2
2.4
2.4
25
30.5
30.5
4
4.9
4.9
Recovery
17
20.7
20.7
Other
32
39.0
39.0
Total
82
100.0
100.0
Environment
Financial / Economic impact
#$0d3i.%)(!L%2.(h!R"CMR=!-5sM=!&s<!!
1,!(7&%+-!,+!'$(!50)3'!'>,!)(3(%)/$!i.(3'0,+3=!/),33!'%8.2%'0,+!>%3!
/%2/.2%'(-!',!-('()A0+(!%+?!0))(9.2%)!,)!(7')(A(!L%)0%+/(3!8('>((+!',+(!%+-!5,/.3=!
9(+-()!%+-!',+(=!%+-!9(+-()!%+-!5,/.3!F3((!1%82(3!@dR=!@dR=!%+-!@dgGC!
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1%82(!@CM!1,+(!`![,/.3!#),33!1%8.2%'0,+!
Focus
Fin. and econ.
Industry
Tone
Health
Environment
impact
Recovery
Other
Total
Negative
1
1
20
3
10
17
52
Neutral
1
1
5
1
6
15
29
Positive
0
0
0
0
1
0
1
2
2
25
4
17
32
82
Total
#$0d3i.%)(!L%2.(h!OCS;O!
1%82(!@CR!4(+-()!`!1,+(!#),33!1%8.2%'0,+!
Tone
Negative
Gender
Neutral
Positive
Total
Other
23
15
1
39
Male
21
8
0
29
8
6
0
14
52
29
1
82
Female
Total
#$0d3i.%)(!L%2.(h!;CM<M!
1%82(!@Cg!4(+-()!`![,/.3!#),33!1%8.2%'0,+!!
Focus
Fin. and econ.
Industry
Gender
Health
Environ.
impact
Recovery
Other
Total
Other
1
1
13
2
10
12
39
Male
1
1
9
1
2
15
29
Female
0
0
3
1
5
5
14
2
2
25
4
17
32
82
Total
#$0d3i.%)(!L%2.(h!OC;M!
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!
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0+!1>0''()!/,+'(+'!%5'()!'$(!3&022!%+-!-.)0+9!'$(!)(/,L()?!5),A!'$(!-03%3'()!
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)(3',)%'0,+!3')%'(90(3!%+-!%82(!',!8(!/%'(9,)0J(-!0+!+0+(!,5!D(+,0'^3!&,33082(!"@!
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T.3'!3,A(!5,)A!,5!30A&2(!0+5,)A%'0,+!%+-!.+%82(!',!8(!/%'(9,)0J(-!0+!,+(!,5!'$(!
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!
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[,)'?d'>,!&()/(+'!F@RG!,5!'$(!1>(('3!>()(!/,-(-!%3!/,))(/'0L(!%/'0,+=!>$0/$!
>%3!'$(!A,3'!/,AA,+!3')%'(9?!(A&2,?(-!8?!DEC!#,))(/'0L(!%/'0,+!1>(('3!5,/.3(-!
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/,))(/'0L(!%/'0,+!%+-!03!5),A!'$(!-%?!'$%'!'$(!>(22!>%3!50+%22?!3(%2(-C!:+,'$()!
(7%A&2(!,5!/,))(/'0L(!%/'0,+!>%3!1>(('(-!,+!6%?!"<=!;<"<!>$(+!qDEp:A()0/%!
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3'(&!03!'$(!T.+K!3$,'!%+-!',&!K022!',!3$.'!,55!'$(!52,>CY!!
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(A&$%30J(!'$(!&,30'0L(!'$0+93!'$(?!>()(!-,0+9!)%'$()!'$%+!'$(!+(9%'0L(!(L(+'3!'$%'!
>()(!%/'.%22?!'%K0+9!&2%/(C![,)!(7%A&2(=!DE!,5'(+!1>(('(-!%8,.'!3(%5,,-!3%5('?!%+-!
$,>!L()?!5(>!'(3'3!,+!4.25!3(%!5,,-!>()(!/,A0+9!8%/K!>0'$!&,30'0L(!)(3.2'3!5,)!
/,+'%A0+%'0,+C!1$03!)(/.))(+'!'$(A(!-(A,+3')%'(3!8,23'()0+9!8(/%.3(!>$02(!%22!'$(!
3(%5,,-!>%3!3.&&,3(-2?!3%5(=!'$(!>(22!>%3!3'022!+,'!/%&(-!%+-!,02!>%3!3'022!52,>0+9C!!
!V5!'$(!)(3'=!SC;m!F"<G!>()(!/2%33050(-!%3!.30+9!/,A&(+3%'0,+!%3!)(3',)%'0,+!
3')%'(9?j!')%+3/(+-(+/(!>%3!(A&2,?(-!0+!@CRm!FMG!,5!'$(!%+%2?J(-!-%'%j!
A0+0A0J%'0,+!%3!3')%'(9?!>%3!.3(-!0+!;COm!FQG!0+!'$(!-%'%j!3$05'0+9!82%A(!%+-!9,,-!
!
!
QQ!
!
0+'(+'0,+!>()(!(%/$!,83()L(-!"COm!F;G!,5!'$(!'0A(j!%+-!30A&2(!-(+0%2!%+-!%''%/K0+9!
'$(!%//.3()!>()(!(%/$!(A&2,?(-!0+!CSm!F"G!,5!'$(!/,+'(+'!C!!
1%82(!@CO!*A%9(!b(3',)%'0,+!W')%'(9?![)(i.(+/0(3!!
Frequency
Valid
Not Restoration Strategy
Percent
22
20.2
20.2
Simple Denial
1
.9
.9
Shifting Blame
2
1.8
1.8
Good Intention
2
1.8
1.8
17
15.6
15.6
Minimization
3
2.8
2.8
Transcendence
5
4.6
4.6
Attack the Accuser
1
.9
.9
Compensation
10
9.2
9.2
Corrective Action
46
42.2
42.2
109
100.0
100.0
Bolstering
Total
#$0d3i.%)(!L%2.(h!"RSC;R!
!
!
!
!
Valid Percent
!
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