No rest for weary BP after well "death"

After five months, BP's oil well has finally been declared "dead." The crisis is over and BP can move on. Well, not so fast

After five months, BP's oil well has finally been declared “dead.” The crisis is over and BP can move on.

Well, not so fast.

As the concrete sets on the well, reports focused not on relief for BP, but on the impact of the environmental catastrophe and rebuilding efforts still to come in the Gulf. While the oil is no longer flowing, the disaster is far from over.

Since the spill, BP has used a number of tactics to keep the damage to a minimum. From television ads to buying search words on Google and Yahoo, the company has fought an uphill battle against continuing outcry and anger.

A Facebook page devoted to a boycott of BP was restored with news feed and admin rights after being blocked for two weeks after a Facebook “error.” The page has 843,487 followers. One poster asked site creator Lee Perkins if he will call off the boycott now BP has stopped the leak, but Perkins and his followers are not in the mood to back down.

The postings and comments that inundated the page after it was restored on Sunday showed the anger is still there and consumers are not backing down in their fight.

This week, the story broke that BP is searching for a head of global communications. The position is an indication from the company that it too feels the battle is just beginning.

Under the direction of new CEO Bob Dudley BP is turning over a new leaf. And, as a business that is in the running for the title of “most-hated” among consumers, a new leaf is greatly needed.

Whoever fills the role has their work cut out - leadership changes won't be enough to change the BP image.

As the new leader, Dudley has to figure out what it will take to get the company back into the good graces of consumers now the well is sealed. While the global comms role is certainly an important one, a more fundamental overhaul of the business will be required if BP is to finally move forward.

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