Another Torrent BP Works to Stem: Its C.E.O.

[Modbert]

Another Torrent BP Works to Stem - Its C.E.O. - NYTimes.com

BP, already bedeviled by an out-of-control well spewing millions of gallons of oil into the Gulf of Mexico, now finds itself with one more problem: Tony Hayward, its gaffe-prone chief executive.

Among his memorable lines: The spill is not going to cause big problems because the gulf “is a very big ocean” and “the environmental impact of this disaster is likely to have been very, very modest.” And this week, he apologized to the families of 11 men who died on the rig for having said, “You know, I’d like my life back.”

But rather than receiving a limited public role, Mr. Hayward, a geologist who has led the company for three years, has become even more the public face of the company. On Thursday, BP began showing a new television ad in which Mr. Hayward, speaking directly into a camera, pledges to spare no effort to clean up the spill.

Instead of reassuring the public, critics say, Mr. Hayward has turned into a day-after-day reminder of BP’s public relations missteps in responding to the crisis, which began six weeks ago and looks likely to continue well into the summer.

Mr. Hayward and the company have repeatedly played down the size of the spill, the company’s own role in the April 20 explosion of the Deepwater Horizon, and the environmental damage that has occurred. At the same time, they have projected a tone of unrelenting optimism despite repeated failures to plug the well.

Heckuva job Browni-err Hayward.