Answer to Question 1
Values should govern one's actions and how one communicates. When they
don't, a false impression -- one that can damage an organization's reputation --
may be left behind. Because Ashland more effectively communicated its concern
for the environment and its willingness to accept responsibility, it was praised.
On the other hand, some interpreted Exxon's ineffective communications as the
company placing a higher value on profits than on social responsibility. That
perception still haunts the company today. It may be an unfair judgment, but, in
the court of public opinion, perception is reality.
Answer to Question 2
Going to Alaska and accepting responsibility for the oil spill might have gone a
long way toward defusing critics and might, in the long run, have been less costly.
Exxon also needed to communicate in a more effective and timely manner.
Further, Exxon needed a more effective spokesperson during its crisis. Either
Rawl needed more media training or someone else should have been in the
spotlight.
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