June 12th, 2010 | Edwin Dearborn, Chief Brand Officer

BP is a prime example of what not to be and what not to say when you screw up at Biblical proportions.

No amount of social media tactics or reputation management will cover up when you really don’t care. Tony Hayward is hopefully the last of a dying breed: uncompassionate CEO’s who cannot conceive of anything more important than the next quarterly report to the investors.

Don’t get me wrong, I am all for free enterprise, democracy and the American way. But Tony’s, and apparently BP’s, arrogance is hard to not notice even amongst all the trivial attempts to sound caring and comprehensive. Tony is dying faster than the pelicans in Louisiana. Tony’s daily statements are perfunctory and show no understanding of the heart-wrenching feelings that Americans have for their country, for animal life and for our eco-systems.

No, Tony and BP are beyond the help of Google, Yahoo or even spiritual redemption. BP’s slick “Friend BP on YouTube” is about as slick and gross as the oil that lines our Gulf Coast. Friend? Sorry, but your attempt of reputation management is bereft of the one most basic element of PR: Real concern.

Hey BP and Tony, pack up your YouTube video team and have them clean up the oil.  The world is watching.

Here is a parady to BP’s effectiveness, or lack there of, in handling a dramatic evironmental disaster:

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