How much does it cost to control your image on Google? Amidst the disastrous spill in the Gulf of Mexico, BP is about to find out.
The company is currently buying search terms such as “oil,” “oil spill” and “oil disaster” on Google and other search engines. The tactic ensures that BP’s messaging is the first thing the user sees for these searches, putting BP ahead of all other search results. It’s the company’s way of counteracting bad press by re-directing traffic straight to their own news page.
But it doesn’t come without a cost. Every click takes money out of BP’s pocket and there is much disapproval.
Louisiana Gov. Bobby Jindal criticized the effort by suggesting BP should spend this money not on PR efforts, but instead use the money on assistance to the people and industries which have been affected by the spill. Some believe that since BP gave Florida $25 million in May to advertise their oil-free beaches, they shouldn’t be scrutinized for trying to inform people of the oil spill news.
Regardless of the controversy, it’s probably a good move for BP. Instead of users being immediately overwhelmed with negative press on the results page, it gives BP an opportunity to give its side of the story. Will it change the opinion of a public already outraged over the environmental disaster? Only time will tell.
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