BP is trying to defend its corporate image with a major ad campaign after causing the largest oil spill in US history. The campaign includes a TV commercial featuring BP CEO Tony Hayward apologizing for the environmental disaster and explaining to viewers what the company is doing to repair the damage. The campaign has been met with mostly criticism. But there are defenders.
Jeffrey Sonnenfeld, senior associate dean at Yale School of Management, is among the campaign’s critics. He told CNBC BP should focus on fixing the problem first, before it tries to fix its own image.