One of many attempts to restore BP's reputation.

As America suffered the results of a fire and explosion on the Deepwater Horizon that would result in what has become history’s worst oil spill, British Petroleum (BP) CEO Tony Hayward became the most-watched man. In numerous interviews, Hayward addressed the steps BP would take in repairing the extremely damaged surrounding environment and trying to compensate for all damages done. Approximately three weeks after the accident on June 17, 2010, Hayward addressed the U.S. House of Representatives Energy Subcommittee on the oversight and investigations surrounding the oil spill. 

The impact of this speech is hard to decide because of its recent timeline, but something to take note of is that Hayward announced his resignation July 27, and was under much public scrutiny and charged of “not caring” and “failing to address the situation responsibly, like a real man should”, according to various Twitter posts.

The canons watched for in Neo-Aristotelian criticism are:  invention, organization, style, delivery, and memory. Concerning invention, the logos, or logical argument, of Hayward’s speech seemed to begin with inductive reasoning as he shared his experience of mourning with family members of 11 deceased workers. Hayward then applied those feelings of anger and hurt to the rest of America’s population.

Hayward then establishes his ethos/credibility as a speaker by speaking of his work with President Obama, and also talks of his responsibility to the American people.

Now enters the emotional appeal, or pathos. Something has to truly identify Hayward, the CEO of a major company that has just royally messed up, with those hurting and looking to point the blame at someone. He shares the story of his experience at the memorial for the deceased workers. Hayward continues, saying, “I've been to the Gulf Coast. I've met with fisherman, business owners, and families. I understand what they are going through and I promised them, as I am promising you, that we will make this right…I give my pledge as leader of BP that we will not rest until we make this right.” 

It may be said that Hayward’s speech followed a problem-solution organization. He speaks of the tragedy resulting from the spill, and then speaks of BP’s goals to cap the leak and reimburse billions of dollars. The problem is the accident and gross amounts of oil polluting the Gulf’s environment. The solution involves monetary compensation and extreme engineering to cap the leak, not to mention good public relations to restore BP’s reputation.

Hayward’s style looked for the support and trust of America as he established BP’s reputation. Having “a responsibility to the American people”, Hayward reassured his audience that BP is a strong company, and would do everything in their power to get to the solution.

The speech was delivered from a manuscript, and omits the need to consider the canon of memory. As Hayward spoke from his manuscript, he kept an even tone, made consistent eye contact, and took pauses when necessary, especially after emotion-based statements. 

For the speech, go to http://americanrhetoric.com/speeches/tonyhaywardbpcongressstmt.htm.