While the oil spill tragedy in the Gulf of Mexico certainly is nothing for which anyone would wish, it continues to provide a living and breathing crisis communications case study. Unfortunately for British Petroleum, it is a case study without positives for anyone.

We have, on this blog, previously referenced problems that can arise when CEOs serve as spokespeople and what happens when companies or organizations put different spokespeople before the press simultaneously. They are two practices in which BP has engaged during the oil spill crisis.

British Petroleum added to its messaging confusion earlier in this week when the following appeared on FoxNews.com:

“…(BP Chairman Carl-Henric) Svanberg told Fox News sister network Sky News in the United Kingdom that (CEO Tony) Hayward would remain in charge of the oil spill response until the leak is stopped — which could be August or later — but (Managing Director Bob) Dudley will take over in the Gulf of Mexico.”

Huh?

Aside from the confusing nature of the above language, it certainly appears that Hayward is being sidelined as a spokesperson in favor of Dudley. Hayward’s numerous missteps with the media have been well-chronicled and there is no need to revisit them here. However, this latest move brings into sharp focus why it can be perilous to tab a CEO as a spokesperson. Hayward still is in place as CEO and, according to the above report, continues to be in charge of the oil spill response. This, of course, raises significant questions regarding how much credibility Dudley will have with the media.

The case study continues.