As the B in BP stands for British, it doesn't look good that one of our companies are so inept at their job that it has ended up polluting thousands of miles of Americas coastline with oil.
It looks even worse when the boss comes up with the insensitive line ' I want my life back' when he is being interviewed for American television. I dare say the 11 people killed on the rig have more of a claim to wanting their lives back then you Mr Hayward.
There was a great interview on the television this evening where some BP wonk was saying what a public relations disaster this had been for BP in America and it wasn't enough to say sorry to Americans, you have to apologise to them in a certain way for them to accept it.
I'm not really sure what that certain way is and he didn't elaborate so we are left to wonder just how do you say sorry to Americans for what BP has done?
In Britain the wrongdoer has to either resign or be forced out to appease us but i don't know if the Americans go for that approach.
Personally i would go for the 'hands up, no excuses, we screwed up' angle which may garnish a small amount of sympathy or even the heartfelt 'We promise to do everything humanly possible to put this right' and maybe throw in a small tear wipe at the end.
I imagine what he meant was BP will hand over billions of dollars to clean up its mess, keep it's head down and hope it's all forgotten while Tony Hayward gets his life back again.