You apologize, say you're doing everything you can to fix it, and you DON'T deviate from that line.
Here are just some of the things that the CEO has said:
http://www.nowpublic.com/environment...g-2624196.html
You should probably wait until the spill is, you know, stopped, before you assess the impact. Otherwise you look like a horse's ass.
How callous does this sound? You never complain about how your company's mistake is messing up your life. Did he even think to stop before he spoke, to picture how it would sound? He's since apologized, but damage done.
http://www.newsweek.com/2010/06/02/w...he-world-.html
I mean, how many gaffes should one CEO have in a crisis?