Last week, BP released its internal investigation into the April 20 accident on the Deepwater Horizon rig in the Gulf of Mexico. Will anyone care? Well, yes and no.

Not surprisingly, the report found that "multiple companies and work teams" contributed to the human and environmental tragedy that unfolded in front of the world over a period of nearly three months (and that continues today). The investigation assigns special “your fault” status to Transocean (the owner of the Deepwater Horizon) and the company’s rig operating crew. There’s plentyof blame to go around, with perennial favorite Halliburton even making an appearance in the 193-page page report.

But, while the report and other independent investigations are vital in ensuring that similar accidents are avoided, will this full doling out of blame help BP rebuild its image? Unlikely.

Thanks to the web, cable news, smart phones, etc., today’s news environment (made up of both packagers and consumers of news) is tailored to deliver short, succinct packets of information -- easily consumable details that we can absorb before moving on to the next. Thus, most of our minds were made up early in the lifespan of the story. BP’s well-known name and logo were too attractive to clutter with the brands of other guilty parties.

Of course, blame for BP spill differs based on geography. Vancouver-based Angus Reid Global Monitor released some revealing data in June, finding that Americans direct most of their blame at the feet of BP. On the other hand, British respondents -- with pensions and national pride at stake -- assigned the plurality of blame to Transocean. I doubt these numbers have or will change as a result of this report. But we can be sure that that BP’s communications and marketing teams are running them every day.

The bottom line is simple. Developing stories, particularly crises, will be jammed, crammed or cajoled into a neat two-minute segment or 800 word article. It’s a law of physics. Companies need to be ready to make sure their story fits. Once it’s out, it’s difficult to redefine what’s been accepted as fact.

We do care what happened, and no one wants it to happen again. But BP may find plugging the mother of all oil leaks easier than getting people to care about who shared the blame.