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Case Study: Susan G. Komen Foundation

Key Takeaways

Timeliness.

Consistent messaging, transparency, and employee communication.

Analysis

Komen failed to follow the advice of its PR team *

"As we looked at the ramifications of ceasing all funding, we felt it would be worse from a practical standpoint, from a public-relations standpoint, and from a mission standpoint."

-John Hammarley, Senior Communications Adviser for Komen

Jordan Carmichael, Brittany Darst, Lara MacAlpine, Nathan Switzer

No long-term response strategy

AP article was published on a Tuesday

Focusing on the message and the goals of the organization.

Public Relations is still required, even when leadership doesn't listen.

Inconsistent Messaging

Relied instead on perceptions of public opinion *

Experimented with strategies in heat of the moment

Komen's apology did not appear sincere.

“We want to apologize to the American public for recent decisions that cast doubt upon our commitment to our mission of saving women’s lives. The events of this week have been deeply unsettling for our supporters, partners and friends and all of us at Susan G. Komen.”

-Komen Press Release

Komen failed to address the the politicization of the decision.

The organization repeatedly denied criticisms that it was bowing to political pressure, failing to acknowledge the perception of its actions.

Komen's actions indicated that their real mission was to please their donors.

The Organization

Next Steps:

What can Komen still do a year and a half later?

Timeline

November 29, 2011

January 31, 2012

December 16, 2011

The Associated Press releases a news article that announces Komen's decision to cut funding to Planned Parenthood.

The Susan G. Komen Board of Directors makes the decision to cut $680,000 in funding to Planned Parenthood.

Susan G. Komen announces the funding decision to Planned Parenthood.

February 1, 2012

In a New York Times interview, Komen board member John Raffaelli confirms rumors of Komen's intentions to cut ties with Planned Parenthood.

Communication Strategies

Stick to the mission.

Stay away from politics.

Collaborate with the PR team, and communicate with publics more.

Increase transparency concerning finances and actions to instill trust.

Strategic Silence.

February 3, 2012

February 7, 2012

Komen waited 24 hours before responding to any accusations.

February 2, 2012

Komen issues a press release reversing its decision to cut funding to Planned Parenthood, citing its new stipulation to only pull grants for organizations under criminal investigation.

August 8, 2012

Komen's Senior Vice President of Policy Karen Handel resigns after her role in the organization comes under intense scrutiny.

Defensive Strategy.

Komen Founder and CEO

Nancy G. Brinker releases a video statement insisting that the decision had nothing to do with Planned Parenthood or abortion politics.

Nancy G. Brinker announces she will resign as CEO once a replacement is found... she still holds the position as of December 2013.

Komen justified its decision and provided a series of excuses. CEO Nancy Brinker denied the full extent of negative coverage; press release apologized for the public's reaction.

Diversionary Response Strategy.

Komen rephrased its actions to sound better and disassociated the decision from Karen Handel's controversial involvement.

Rectifying Behavior Strategy.

Komen reversed its decision to cut funding to Planned Parenthood.

The Controversy

Discussion Questions

Issues

Abandoned Mission

Komen's mission includes its commitment to ensure that every woman has access to healthcare as it pertains to breast health.

Cutting funding to Planned Parenthood deters PP's ability to complement Komen's mission.

The Question

Ignored Advisement

Was establishing a pro-life image worth taking much-needed breast health resources away from under-served women?

Komen's communications team told senior leadership that withdrawing funding would be a mistake from a practical, PR, and mission standpoint.

Komen Stakeholders:

  • Donors & Sponsors
  • Victims, Survivors and their Families
  • Komen Affiliates and Employees
  • Grant Recipients
  • Komen Communities

1) How did the internal communication by Komen’s top leadership reflect in the external communication of the organization?

2) How could Komen’s public relations team have responded better following the leadership’s decision to act against the team’s original recommendations?

3) In what cases can strategic silence be used effectively, and how was it not used effectively in this situation?

4) In what ways did Komen fail to reassure its key publics of its commitment to the mission statement of the organization?

The leadership cut funding anyway.

Political Involvement

Komen hired political candidates to its Board, including outspoken pro-life gubernatorial candidate Karen Handel.

Through cutting funding to the nation's largest abortion provider, Komen looked as if it was trying to position itself as a pro-life organization.

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