BP chief executive Tony Hayward’s attitude during the ongoing oil spill crisis in the Gulf of Mexico is causing huge damage to the reputation of UK firms in the US and making it very difficult for them to do business there, according to the CEO of UK-based Tyrrells Crisps and Chase Vodka.

Haywood took time away from crisis management to attend the Round the Isle of Wight yacht race recently. BP said it was "a rare moment of private time" and added that "no matter where he is, he is always in touch with what is happening within BP".

But his approach to the disaster has been widely criticised throughout the US and William Chase, founder of UK-based Tyrrells Crisps and Chase Vodka, believes that it could be having a negative impact on UK companies attempting to generate business there. His Chase Vodka was recently voted the best vodka in the world at the 2010 San Francisco World Spirits Competition.

"Winning in San Francisco has really helped to build up the Chase brand’s profile, which is vital. Americans love an English brand, but Hayward’s antics have made things far more difficult," he says. "He’s far too smug. He’s made PR mistake after mistake and the result is that business is five times more difficult in the US than it should be for British brands."

"Obviously, he has to take time away from the Gulf of Mexico oil spill but to take part in a high profile yacht race is totally inappropriate."

Rahm Emanuel, chief of staff to President Barack Obama, also rounded on Hayward: "Well, to quote Tony Hayward, he’s got his life back, as he would say," he told ABC television. "And I think we can all conclude that Tony Hayward is not going to have a second career in PR consulting. This has just been part of a long line of PR gaffes and mistakes."

In May the embattled Haywood caused uproar in the States when he told reporters: "The first thing to say is I’m sorry. We’re sorry for the massive disruption it’s caused their lives. There’s no one who wants this over more than I do. I would like my life back."

He had also previously described the oil spill as "tiny" when compared to the size of the ocean and that the environmental impact of the oil and the toxic dispersant used to treat it would be "very, very modest".

"He’s an ambassador for the BP brand and my view on the oil spill crisis is that he should be honest. People know when you’re lying and he should talk as if he means what he says," Chase added.

Image: Richard Cawood, Flickr, CC licence.