Razorfish CEO Bob Lord: BP's Best PR Move Is to Act Quickly and Clean Up the Spill

How can companies like BP recover from devastating PR disasters like the recent oil spill in the Gulf of Mexico?  Just get the cleanup done, and keep the public informed, says Bob Lord, the global CEO of interactive agency Razorfish.

"No amount of marketing, no amount of ads they have in the New York Times or commercials that they put out there are really going to help them until their actions are speaking louder than their words and they stop the leak and then they do the cleanup and I think then they would be able to revive themselves," says Lord. "I believe when brands are challenged they can’t talk about things.  They need to act very quickly and their actions will allow them then to rise again and actually could put them in a better position than they were sometimes before.  You can sometimes turn lemons into lemonade in these situations."

In his Big Think interview, Lord also talks about how new tools and methodologies are involving the consumer in the marketing process more and more. "The marketing companies that are doing things well are the marketing companies that are bringing the consumer in early on to test and learn about how people will react to a particular message to understand what they would want in product development, so when the product actually launches the consumer has already been involved with the evolution of that product," says Lord. "There are automobile companies that are enlisting the help of the general public to help to design the car of the future.  What do they want the car of the future to look like?  What attributes do they see as important?  And those features are being fed into the product design element and the developers that are then being inputted into the cars, which ultimately you now have a virtual focus group to help you in your marketing message and your design process."

China’s artificial sun reaches fusion temperature: 100 million degrees

In a breakthrough for nuclear fusion research, scientists at China's Experimental Advanced Superconducting Tokamak (EAST) reactor have produced temperatures necessary for nuclear fusion on Earth.

Credit: EAST Team
Surprising Science
  • The EAST reactor was able to heat hydrogen to temperatures exceeding 100 million degrees Celsius.
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Project 100,000: The Vietnam War's cruel and deadly experiment

Military recruits are supposed to be assessed to see whether they're fit for service. What happens when they're not?

Flickr user Tommy Truong79
Politics & Current Affairs
  • During the Vietnam War, Robert McNamara began a program called Project 100,000.
  • The program brought over 300,000 men to Vietnam who failed to meet minimum criteria for military service, both physically and mentally.
  • Project 100,000 recruits were killed in disproportionate numbers and fared worse after their military service than their civilian peers, making the program one of the biggest—and possibly cruelest—mistakes of the Vietnam War.
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Here's how diverse the 116th Congress is set to become

The 116th Congress is set to break records in term of diversity among its lawmakers, though those changes are coming almost entirely from Democrats.

(Photo: MANDEL NGAN/AFP/Getty Images)
Politics & Current Affairs
  • Women and nonwhite candidates made record gains in the 2018 midterms.
  • In total, almost half of the newly elected Congressional representatives are not white men.
  • Those changes come almost entirely from Democrats; Republican members-elect are all white men except for one woman.
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