In a crisis, words can heal or they can harm. Former BP CEO Tony Hayward learned this the hard way.
The Disaster 💩
April 20, 2010: BP’s Deepwater Horizon drilling rig exploded in the Gulf of Mexico.
11 workers were killed.
4.9 million barrels of oil spilled into the ocean.
The U.S. called it the worst environmental disaster in history.
BP’s initial strategy downplayed the damage:
CEO Hayward assured reporters the spill’s environmental impact would be “very, very modest.”
Company statements and press releases minimised how much oil was actually leaking into the Gulf.
But the public saw dead wildlife and oil-soaked coastlines plastered across their screens. The gap between BP’s words and reality shredded trust.
Then, some six weeks into the disaster, CEO Tony Hayward stepped in front of the cameras.
He started with the right sentiment: “I’m sorry. We’re sorry for the massive disruption it’s caused. There’s no one who wants this thing over more than I do…”
But then came the five words that killed his career: “I’d like my life back.”
The Breakdown 👀
Those five careless words turned a company crisis into a personal downfall.
Up to that moment, BP’s comms were clumsy — minimising the damage, hedging on facts, but survivable nonetheless.
But what Hayward did was far worse: he made himself the victim.
❌ Empathy evaporated — the focus shifted from 11 dead workers, mourning families and devastated communities, to his personal inconvenience.
❌ The media pounced — “I’d like my life back” became the soundbite looped on every broadcast.
❌ Trust collapsed — any apology that came before or after was drowned out by that single line.
In a disaster, perception is reality. And the perception was the CEO of BP cared more about his own comfort than the people suffering.
Within months, Hayward was replaced as CEO while the company scrambled to rebuild its image.
✅ What he should have said:
"No one wants this to end more than the families who’ve lost loved ones, the communities along the Gulf, and the workers fighting to clean up this spill. My only job is to see this through until it’s fixed — and BP will not stop until it is."
Lead with empathy. Take responsibility. Commit to fixing it.
The Bottom Line 📉
BP did more than spill oil. They spilled trust (and $100B!). Hayward’s five words alone erased 20% of BP’s value.
So remember:
You don’t get to be the victim — that role belongs to the people suffering.
Every word matters — one stray sentence can kill careers and cost billions.
Empathy isn’t optional — acknowledge the human cost first, or your words will be used against you.
Because when empathy is missing, the public doesn’t forgive — it sharpens the knives.
Until next week, keep your comms clean.
Doug.
P.S. Empathy is free. So is forwarding this email to someone who needs it.
Because in a crisis, you don’t get a second draft.
Disaster Comms analyses crisis communication for its impact on public trust. It is not legal advice. In a real crisis, organisations must balance legal, regulatory and reputational risks. Always consult professional counsel before making official statements.
