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The Exxon Valdez: A Failure in Brand Crisis Leadership

In: Marketing Big Oil: Brand Lessons from the World’s Largest Companies

Author

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  • Mark L. Robinson

    (LLC)

Abstract

Following the grounding of the oil tanker Exxon Valdez in 1989, the company and its chief executive, Lawrence Rawl, greatly mishandled the public relations response to the incident. The company’s executives attempted to use several of William Benoits image restoration strategies, such as minimization and bolstering in an attempt to deflect the negative publicity surrounding the event.

Suggested Citation

  • Mark L. Robinson, 2014. "The Exxon Valdez: A Failure in Brand Crisis Leadership," Palgrave Macmillan Books, in: Marketing Big Oil: Brand Lessons from the World’s Largest Companies, chapter 7, pages 48-54, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-38807-0_8
    DOI: 10.1057/9781137388070_8
    as

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