Editor's Note: David Margulies is a 24-year crisis management veteran and founder and president of The Margulies Communications Group in Dallas. His book, “Save Your Company, Save Your Job: Crisis Management in the Internet Age,” comes out later this year.

By David Margulies, Special to CNN

It seems that every day BP makes some new public relations blunder, like BP CEO Tony Hayward attending a yacht race or talking about “getting his life back.” Many attribute these blunders to arrogance, insensitivity or stupidity. I would like to suggest a simpler explanation – these folks are just plain exhausted.

One of the most important decisions executives make is how to delegate important duties during a crisis so that no individual in overwhelmed. For example, when Captain Sully Sullenberger’s plane lost both engines over New York, he wrote that his first priority was to keep the plane in the air. Other duties were turned over to his first officer while Sully concentrated on job one.

To avoid these public relations blunders BP should have taken the same approach. The CEO can’t be the company’s primary spokesperson if he is also trying to deal with one of the world’s biggest environmental disasters.

One reason BP may have undertaken the strategy of making Hayward their main spokesperson is that many in the oil industry remember that the Lawrence G. Rawl, chairman of Exxon, was heavily criticized for not going to Alaska after the Exxon Valdez spill.

But BP went too far. A visit to the site of the incident is appropriate for top company executives, but once BP’s CEO visited Louisiana he should have turned the role of spokesperson over to others in the company and focused on managing the crisis.

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