The news media remain, as they should, the largest area of focus when it comes to communications drivers that impact corporate reputation. However, savvy corporate communications folks would do well to keep an eye out for an ever-burgeoning segment of the media establishment that is playing an increased role in shaping the public’s view of specific companies, organizations and issues: Comedy and the purveyors of satire.
You don’t need to take my word for it, just ask British Petroleum.
Not only is BP the target of environmental activists, the news media and the President of the United States, but now serves as fodder for comedians in every corner of America. And I’m not talking about a sideways comment by Jay Leno or David Letterman during a monologue; I am speaking of a professionally produced comedy sketch on YouTube, depicting BP executives’ inability to deal with a coffee spill in a conference room. The clip was viewed more than four million times in a little more than a week. By comparison, the multiple clips of the “TODAY” show interview in which BP CEO Tony Hayward made his now infamous “I’d like my life back” comment have been viewed around 100,000 times in two weeks. Significant volume, but nowhere near the four million views the comedy sketch generated.
While the propriety of poking fun at such a tragic event can be questioned, its impact on public perception and contribution to the further erosion of BP’s reputation cannot.
