Doing a Looney21 Oct 2020 22:14
Doing a Looney. UK’s biggest PR blunder?
Let’s say BP’s market cap is around £40 billion today. So for a combination of reasons around £60 billion has evaporated in the last year. I really have to wonder how much BP’s own leadership team has contributed to this decline by launching a vague, aspirational strategy without a carefully calibrated implementation plan with measurable objectives.
Up to 2010 BP had a gold-plated reputation in the John Browne era for communications. Leader in BP’s communications was Roddy Kennedy - famous for saying ‘Think before you say anything’. All downhill after that with the Bumbling Andrew Gowers after Kennedy, overwhelmed by Macondo and ably assisted by Tony Hayward prone to have both feet in his mouth before speaking.
Today, to many investors, replacing petrol pumps with EV charging units and promoting retail sales of Mars Bars hardly seems to be the way to a new future. Also, electricity can’t be sold as a branded product - like natural gas, it’s the same stuff, everywhere, even in my living room. BP can’t say its electricity is better than a competitor’s and will make your appliance work better, unless theirs is much cheaper.
There are some damaging forms of publicity and statements that can be easily misinterpreted with catastrophic consequences. When a few words are taken out of context such as Looney’s sudden transition plan, or there is a full blown PR blunder, businesses can experience extensive brand and reputation damage, which is sadly more important than product/service quality, especially in the power market where price is king.
These things are often referred to as “doing a Ratner.” The saying was made famous by Gerald Ratner the former chief executive of the major British jewellery company Ratners Group, whose off-hand comments about his products at a private conference caused the company’s near collapse.
Shell and Exxon shares have suffered for sure, but to them its drama-free, business as usual behind the scenes to cope with the energy transition, rather than BP’s Ratner style approach, by rubbishing petroleum that consumers cherish to heat their homes and get around - an approach which arguably has cost shareholders £60bn due to pathetic corporate communications.