“…First, while BP has extensive website coverage for the crisis and branch websites for each of the states affected by the crisis, the number of unique messages was very low (n = 26) because information was duplicated. Second, BP launched an aggressive YouTube campaign in response to the Gulf (Shogren, 2011); however, these videos typically employed company leaders and as previous research suggests, the function and communicative messages from leaders during a crisis are substantially different from other public relations efforts during crises (Farmer and Tyedt, 2005, Griffin-Padgett and Allison, 2010, Hwang and Cameron, 2008, Lucero et al, 2009, Oliveira and Murphy, 2009, Pines, 2000, Sandler, 2009, Wesseling, 2008.…”