Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading content…
Loading…
Transcript

Ethics

  • Individual
  • Karen Handel
  • Professional
  • PRSA: "Be honest at all times."
  • Organizational
  • Internal loyalties

Result of the Situation

Trouble Brewing

How did Komen handle the situation?

"Komen CEO on Planned Parenthood Rift"

Case Study #4

What is SGK?

  • Resignations
  • Loss of Participation
  • Decline in Donations
  • Drop in Brand Equity
  • Image Repair Phase

  • Reactive strategies
  • Repeatedly defended policy, denied political nature
  • Failed to "steal thunder," allowed Planned Parenthood to control the story
  • Always one step behind
  • Corrective action
  • Finally, Komen changed its tune
  • Released apology and promise to change policy...

PLEASE DONATE

  • September 2011: Komen's long-term affiliate, Planned Parenthood, became the subject of a congressional investigation
  • Negative publicity prompted Komen to rethink grant money distribution
  • November 2011: Komen changes its policy to prevent any organization currently under investigation from receiving funding.
  • Does not publicly announce decision
  • Susan G. Komen lost her 3 year fight with breast cancer in 1980
  • Founder: Nancy Brinker
  • Founded:1982
  • In honor of Susan G. Komen, the organization helped fundraise for:

Place any questions in our pink donation box.

1. Breast cancer research

2. Community health

3. Global outreach

4. Public policy initiatives

labest.com/article_writers/1039/susanrace.jpg

Jasmine Clayton

Emily Parten

Darby Quillin

Hannah Rainey

Erin Regal

Thank you for your donations!

The Apology

"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...We have been distressed at the presumption that the changes ...were done for political reasons or to specifically penalize Planned Parenthood. They were not.

Our desire was to fulfill our fiduciary duty to our donors by not funding grant applications made by organizations under investigation. We will amend the criteria to make clear that disqualifying investigations must be criminal and conclusive in nature and not political. That is what is right and fair...

Starting this afternoon, we will ... refocus our attention on our mission and get back to doing our work. We ask for the public’s understanding and patience ..."

Komen's Key Messages

Crisis Emerges

SGK's Contributions to Breast Cancer Research

  • The policy change was not based on politics and these rumors were "dangerous distractions."
  • Its first priority was to serve women.
  • The purpose of the policy change was to "advance [its] mission" in programs that "directly affect women."
  • December 2011: Planned Parenthood learns about policy change on an anti-abortion blog
  • Asked to meet with Komen, but was denied
  • January 31, 2012: The AP breaks the news about Komen's policy change, framing the issue as a politically motivated attack.
  • Planned Parenthood immediately responds with its disapproval and garners support from social media
  • The public is outraged and donations to Komen drastically drop.
  • Reduced breast cancer death rate by 30% in the past 20 years
  • 70% of women now receive breast cancer screenings regularly
  • By 2012, Komen raised $610 million towards the fight against breast cancer
  • Established October as breast cancer awareness month and the pink ribbon as the symbol
  • Took "full accountability."

Komen Image Repair

Komen Communication

How are SGK Funds Distributed?

  • Komen used executive resignations, a leadership conference, and outsourced PR firms.
  • Komen used news releases, a televised interview and social media to communicate with the public.
  • Senior Vice President Handel, CEO Brinker and others.
  • Komen distributes grants to health center affiliates to provide:
  • Breast cancer screenings
  • Research
  • Community outreach
  • In 2012. Komen changed their grant policies which affected their relationship with Planned Parenthood
  • Multimillion dollar ad campaign.
  • CEO Brinker handled most of the communication.
  • Penn Schoen Berland survey to assess public opinion.
  • Issued 1st statement on Facebook the day after the Associated Press broke the story.

Komen Loses The Public's Support

Learn more about creating dynamic, engaging presentations with Prezi