Preparing the ground
The profound change in the way BP does things began long before there was any apparent need. In 1990, the then chairman Robert Horton kicked off the culture change process. The aim was to transform the company culture from one of secrecy to one of openness, from a culture where information is power and therefore jealousy guarded to one where sharing and comparing information becomes second nature. It is a culture based on genuine trust: clearly not something to which a secretive oil company takes naturally.
And while these might have been wonderful concepts in the heady days of the mid to late 1980s when a barrel of oil was worth more than $20 on the open market, it was much more difficult for both management and staff to create a trusting organization at a time when costs had to be drastically cut and people were being made redundant. BP Oil’s core international head office, for example, shrank from 400 people to less than 100 between 1990 and 1995.
Yet the culture change process might never have got off the ground had BP been able to rest on its laurels. Why change if you’re doing well? Then came the events of 1992, with all three of BP’s main activities at the bottom of their business cycles. The resulting financial loss, the high level of debt, the dividend cut – and the profound sense of shock among BP employees at Horton’s resignation – forced the realization that BP was just as vulnerable as any other company even though it had been around for more than 80 years.
Figure 2. 1. Organizational philosophy
Trust
Learning organization and continuous improvement
The culture change process was launched with the powerful acronym OPEN: This stands for:
openness
personal impact
networking.
That was in 1992 and people in BP are still using it as the embodiment of what BP’s culture should stand for.
A second factor helping to prepare the ground was the result of a global attitude survey. When BP asked its employees where they wanted to get information on their jobs and their company the answer was: ‘The Boss’. This result is echoed in the attitude surveys of most companies. Despite the grapevine, despite the immediacy of electronic mail, people still wanted to hear what was going on from their bosses. That answer held true right round the world, a world that for BP Oil takes in a rich mix of countries and cultures in Europe, the US, the Middle and Far East, Australia and Africa.
Yet where did employees get their information? Here is a sample of responses from line managers:
‘I haven’t got time.’
‘I’m trying to run a business.’
‘There’s a house journal.’
‘They get memos.’
‘We’re on e-mail.’
‘Yes I communicate, I try to hold a meeting once a quarter.’
‘Don’t they read the papers?’
The third factor that made imperative the need for change in the way BP Oil communicated was the sheer impact of technology. Most staff in BP have access to a personal computer and hence to electronic mail. If you can imagine an electronic grapevine linking 35,000 people around the world with gossip and rumour in real time, you will realize as BP Oil’s managers did, that their communication processes had to change. Electronic mail is a very powerful tool. It cannot be ignored, it is there and it has to be managed as part of the communication process.
This combination of bad results, the attitude survey and universal e-mail systems gave BP Oil the tools to unblock communication channels between management and staff.
- Ильина о.К., Тычинский а.А.
- Предисловие
- Методическая записка
- Content
- Marketing communication
- The role of public relations in the marketing mix
- Public relations planning in the marketing mix
- Marketing integration
- Campaign development
- Diagnosing the solution
- Product launches
- Improving brand equity
- Public Relations in the future marketing mix
- Step-by step planning process
- Exercises
- I. Discuss the following questions.
- II. Say what the following refer to in the text of the article under the headlines:
- Marketing integration
- III. Match the following definitions with the word-combinations below.
- IV. Complete the words.
- Internal communication
- Why communicate?
- What do people want to know?
- Some communication techniques
- Communication and leadership: the bp Oil experience
- Background
- Preparing the ground
- Creating the right attitude
- 1 The right attitude (see Figure 2.2)
- Attitude Technique Talent
- 2 The communication road map
- 3 The good communicator
- 4 The head office communication forum
- The virtuous circle
- Link with human resources
- Where is bp Oil now?
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- IX. Translate the following text from Russian into English.
- (Виктория Чупровская. Внутренний pr способен решить коммуникативные проблемы в компании. Www.Prlink.Ru)
- Сommunity relations
- Background
- What is community relations?
- Why bother?
- Methods used in a community relations programme
- One piece in the jigsaw
- Research
- Strategic objectives
- Project selection criteria
- A sponsorship example
- Donations policy
- How can the project be developed?
- Measurement and evaluation criteria
- Business benefits of the programme
- Employee participation in the community involvement programme
- Why bother involving your employees?
- How do you know that the programme is a success?
- Internationalising the programme
- Future developments
- Conclusion
- Exercises
- I. Discuss the following questions.
- II. Say what the following refer to in the text of the article under the headlines:
- IV. Complete the words.
- V. Translate the following word-combinations from Russian into English consulting the article.
- Financial public relations
- How do you define financial public relations?
- The basic task
- Corporate public relations
- What contribution does financial public relations make to the success of a company?
- What are the rules that govern financial public relations?
- Why has this business become such a major industry?
- Investor relations – Is it public?
- Coordination and consistency
- A time to speak and time to remain silent
- How does it fit in with other areas of public relations?
- In-house or consultancy?
- Vickers plc – a very brief case study
- Conclusion
- A checklist
- Exercises
- Corporate public relations
- Vickers plc – a very brief case study
- VIII. Translate the following text from English into Russian.
- IX. Translate the following text from Russian into English.
- X. Summarize the article “Financial Public Relations”.
- XI. Solve the following pr problem.
- Local government and government relations
- Why central and local government matter
- Effective public affairs
- Defining public affairs
- Central and local government
- Government
- Members
- Local government
- Gaining access
- Case studies
- Bail Bandits – a campaign to change the law
- The execution
- Trident – battle of the dockyards
- Key points
- Exercises
- Business to business public relations by Nigel Lawrence
- The customer rules
- How do you know it works?
- The trade press
- Getting it right
- Being prepared
- Getting the good news across
- Joining forces
- Conclusion
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- Public relations for non-commercial organizations
- The mission
- Not-for-profit pr
- The public presence
- Partnership – the sum is greater …
- Provision of services
- Involvement of interested parties
- Case studies – the human face
- Aims, objectives and realization
- Checklist for a successful campaign
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- Involvement of interested parties
- III. Match the following definitions with the word-combinations below.
- VI. Translate the following sentences from Russian into English using active vocabulary.
- VII. Translate the following text from English into Russian.
- Sponsorship
- Definition of sponsorship
- What makes a successful sponsorship?
- Do’s and don’ts of sponsorship
- The sponsorship package
- Sponsorship package checklist
- The public relations agency agenda
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- The sponsorship package
- III. Match the following definitions with the word-combinations below.
- IV. Complete the words.
- V. Translate the following word-combinations from Russian into English consulting the article.
- Environmental public relations
- Be aware of public concerns
- Chemicals industry – in the limelight
- The Rhône-Poulenc initiative
- Changing public perceptions
- Putting the case for recycling
- Looking to the future
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- III. Match the following definitions with the word-combinations below.
- IV. Complete the words.
- (Dorothy Seed. Global warming changes attitudes to nuclear power / Behind The SpinPublic Relations. Http://publicsphere.Typepad.Com/behindthespin/2006/11)
- Glossary a