Fearing bad press, BP is fighting back in some interesting ways. First, they have bought rights to the search term 'oil spill' and other related key words from Google and other search engines in order to direct internet users to their sight.
Second, they have started to produce smarmy content of their own that they place on the web. See, for example, Tom Seslar's blog entry, an entry that describes the importance of the oil industry and the beauty of the coastal marshes without mentioning the oil spill.
But such efforts inevitably generate responses, such as the one below from the Rachael Maddow show.