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Exxon Valdez Spill Elite

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Exxon Valdez Spill

Elite

Content

Valdez Oil SpillTough People For PR

CausesLate Actions

CleanupEffects

Bad PR?

Valdez

Valdez Oil Spill

• Prince William Sound, Alaska

• Spilled 26,000 – 750,000 barrels

• Covered 2,100km of coastline

• 28,000 km2 of ocean

Tough People For PR• Oil Spill Trustee Council• National Oceanic and Atmospheric Admin.• Greenpeace• Sierra Club• Defenders of Wildlife

Identified Causes• Fail to provide crew

• Fail to maneuver the vessel

Identified Causes• Broken RAYCAS system

• Iceberg monitoring is never installed

Identified Causes

• Half size crew• 12-14 Hours shifts

Identified Causes• Tanker inspections was not done• Lack of available equipment for the

cleanup

After 1 Day

No Action!

After 10 Days

No Comment from CEO Rawl

After 10 Days

Advertisements about Exxon’s Excuse

After 10 Days

False Press Conference

After 10 Days

CEO Does NOT apologize!

After 1 Month

Cleanup Begins!

Cleanup• Solvent Mixture

• High-pressure hot water

Cleanup• Burning

• Mechanical Cleanup

High-pressure Hot Water Destroyed

• Microbial Populations• Organisms

Immediate Effects• 100,000 – 250,000 Seabirds• 2,800 Sea otters• 12 river otters• 300 harbor seals• 247 bald eagles• 22 orcas• Billions of salmon and herring eggs

Jury Award• $287 million for actual damages• $2.5 billion for punitive damages

Exxon Spent• $2 billion on cleaning up• $1 billion to settle charges

Oil Still Remains!• Early 2007 98 m3 of oil remain

• Declining 4% per year

Oil Still Remains!

Bad PR?

Aftermath

Delivery

Expectations

Promises

Bad PR?• No Extensive emergency plan

• Not sufficient emergency media response plan

• Ignorance• Refused assistance• No spokesman• Interview refusals• Delay in cleanup

Bad PR?• Failed to – Follow own procedure;– Leadership;– Concern;– Involve media; – Respond to activists

• Short-term gain is off-set by long-term financial, legal & reputational pressures