BP and the damage done by Tony Hayward

How much damage did BP chief executive Tony Hayward do with his stonewalling appearance before Congress?

BP is still bleeding, with the President demanding $20 billion while the sharemarket thrashes its share price.

Hayward knew he was going to face a gruelling enquiry from politicians who would cast him as the enemy while they grandstanded for their constituency. Yet he gave them nothing, with a complacency that was seen as insolent.

What could he have done instead?

One respected business leader we spoke to suggested that in his place she would have called for a national initiative of the best and brightest Americans to bring  technology to bear on the problem. In  addition she would have appealed to churches across the nation to hold prayer meetings to give local communities a way to feel they were helping.

She's suggesting a refocus from Hayward's lack of taking responsibility to a leadership role that might harness the most powerful nation on earth. Would her solution make a difference to the disastrous leak? Possibly not, but it would certainly have led to a better outcome for BP, and probably the USA.

At Corpcoms we say in any communication you should know your objective and know your audience. Hayward and his advisors clearly didn't understand what the American people and their politicians wanted.

Permalink