The Exxon Valdez: A Failure in Brand Crisis Leadership

  • Mark L. Robinson


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.


Coast Guard Negative Publicity Chemical Dispersant Crisis Communication National Public Radio 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 2.
    David E. Williams and Glenda Treadaway. “Exxon and the Valdez Accident: A Failure in Crisis Communication,” Communications Studies, 43 (Spring 1992), pp. 56–64.CrossRefGoogle Scholar

Copyright information

© Mark L. Robinson 2014

Authors and Affiliations

  • Mark L. Robinson
    • 1
  1. 1.Capitol Hill CommunicationsLLCUSA

Personalised recommendations