The author behind the now-infamous @BPGlobalPR, a man calling himself “Leroy Stick,” has recently posted a powerful explanation for his brand-jacking antics. While we here at Post-Advertising are indeed some of the “marketing folk” he derides for “wondering what BP should do to save their brand from @BPGlobalPR”—see our story here—we can’t help but applaud his candid remarks about brand ownership, publicity, and owning up to mistakes. Albeit with a few reservations…
Leroy Stick sees @BPGlobalPR, which has now surpassed 110,000 followers, as a way to put power back into the hands of the much-abused public and as a challenge to canned, authoritarian branding:
“So what is the point of all this? The point is, FORGET YOUR BRAND. You don’t own it because it is literally nothing. You can spend all sorts of time and money trying to manufacture public opinion, but ultimately, that’s up to the public, now isn’t it?”
While we certainly agree that consumers are controlling brands like never before, his “literally nothing” proclamation comes off as a bit naive. The truth is that brands today aren’t the impenetrable fortresses they once were—they’re more like centers through which we converse, contribute, and collectively exercise (some) control. Companies that carry on PR monologs and fail to nurture an honest and open two-way brandspace risk handing much of the control to folks such as Leroy.
At one point the mastermind dismisses a perhaps not-so-radical suggestion:
“One pickledick actually suggested that BP approach me and try to incorporate me into their actual PR outreach. That has got to be the dumbest, most head-up-the-ass solution anyone could possibly offer.”
Is it really that crazy of an idea? This is pretty basic “if you can’t beat ‘em, join ‘em” stuff here. While directly incorporating Leroy, Terry, or whoever he is, into the company’s PR efforts would probably be foolish in practice—Leroy doesn’t sound like the kind of guy who can be bought—BP absolutely must find some way of reaching out to the dissenters to generate a dialogue. At the very least, BP should be aligning themselves with HealthyGulf.org and other similar efforts, because the satirical twitter feed is making itself synonymous with this fundraising effort.
He goes on to discuss the best way to become a respectable, well-regarded brand: be responsible, innovate, and exercise common, ethical sense.
“You know the best way to get the public to respect your brand? Have a respectable brand. Offer a great, innovative product and make responsible, ethical business decisions. Lead the pack! Evolve! Don’t send hundreds of temp workers to the gulf to put on a show for the President. Hire those workers to actually work! Don’t dump toxic dispersant into the ocean just so the surface looks better.”
Transparency. Don’t focus on restricting access and constructing false imagery—Leroy, or someone else, will always be there to tear it apart with consumer revolt to the tune of a hundred thousand plus supporters. Until BP listens, we say tweet on, Leroy.
