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BP's Shattered Reputation


      Cecily Cooper
   Associate Professor

As BP struggles to contain the worst oil spill in U.S. history and the resulting damage to the environment, the company is also working to stem further damage to its shattered reputation.

Cecily Cooper, an associate professor of management at the University of Miami School of Business Administration and an expert on trust repair, says BP has a tough road ahead but is doing some things right.

In these videos, Cooper discusses what firms must do when trust is broken, BP’s television ad campaign on the spill, what the future holds for BP, and what the future holds for the oil industry overall.

  • BP must have a future-oriented response and address the damage. Video
  • It will be easier for BP to repair perceptions on a national level. Video
  • BP must do what the company says it will do. Video
  • BP’s advertising campaign is a smart way to tackle the trust issue. Video
  • The entire oil industry’s integrity is in question now. Video

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