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Denny's Daily Zinger: BP Plays the Victim

January 14, 2014 By Denny Hatch
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Remember the 2010 Deepwater Horizon oil spill nightmare?

Remember the oil-covered wildlife? The beaches destroyed? The fishing industry decimated?

[See illustration No. 1 in the media player at right.]

Remember how BP tried to minimize the damage while a 24/7 underwater camera focused on millions of gallons of crude spewing into the Gulf?

For British Petroleum (BP)—and oil producers the world over—this was a P.R. catastrophe.

Peggy and I stopped frequenting the BP gas station near our house. It was probably a stupid protest, we felt better. Eventually we started buying BP petrol for the car once again.

Now BP is running a massive campaign—full-page ads in The New York Times, The Washington Post and The Wall Street Journal—claiming it is being forced to pay fraudulent claims.

[See illustration No. 2 in the media player at upper right.]

Suddenly all the ugly images from 2010 started unreeling in my mind. I am, frankly, pissed off at BP all over again.  We now buy gas at Citgo, Shell and Gulf.

The Takeaway:
Let's say you have committed a horrific act that has cost billions of dollars, destroyed the environment and put tens of thousands of people out of work. Do not—I repeat, DO NOT—be a damned fool and reopen the wound. Simply pay the piper, take your lumps and pray it fades from memory.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His next book will be "Write Everything Right!" Visit him at or contact him at



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