By: Stephanie Colpo, Dionne Gomez, Gina Knapik, and Joanna Scott

 Jan. 31: Planned Parenthood makes announcement stating Susan G. Komen will cut funding to the organization.

 Feb. 1: Susan G. Komen issues a response to Planned Parenthood’s statement.

 Feb. 2: Susan G. Komen posts social media statements, but do not directly address the issue.

 Feb. 3: The decision to cut funding to Planned Parenthood is reversed by Susan G. Komen.

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“We urge everyone who has participated in this conversation across the country over the last few days to help us move past the issue.”

 Feb. 7: Karen Handel, senior vice president, resigns.

 Feb. 7: Susan G. Komen founder and CEO Nancy G. Brinker issues statement, taking accountability for mishandling the situation with Planned Parenthood.

 Aug. 8: AP publishes story stating the president and founder of Susan G. Komen are stepping down.

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Perceived key stakeholders/publics Realistic stakeholders/publics

  Board of Directors   Shareholders   Fund Development

Committee   Republicans   Conservative organizations   Catholic Church   Conservative Leaders and

Donors   Anti-abortion rights groups

  Americans United for Life

  Volunteers   Employees/affiliates   Donors or sponsors   Survivors/those fighting   Racers   Supporters of Planned

Parenthood   Supporters of the cause   Healthcare advocates for

the underserved   Part of a larger women’s

health care community

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“We are dismayed and extremely disappointed that actions we have taken to strengthen our granting process have been

widely mischaracterized.  It is necessary to set the record

straight.”   -Susan G. Komen 

"The seven California Affiliates of Susan G. Komen for the Cure are

strongly opposed to Komen National's new grant-making

policy," -Message to California's

congressional delegation. 6

  Did not respond immediately

  Defensive stance   Showed no remorse   Did not address key

audiences or truly acknowledge concerns

  No real communication with key affiliates

  At times, lack of communication was best   Do not add fuel to the fire

“Avoiding this kind of controversy was the very reason Komen chose a quiet ending to its relationship with Planned Parenthood.”

–John Raffaelli, Susan G. Komen Board Member

What do you think of the statement? How could he have better communicated with the public?

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Date Message Jan. 31, 2012

BREAKING: We’re very disappointed to announce that anti-choice groups have successfully intimidated and pressured the Susan G. Komen Foundation to end funding for lifesaving breast cancer screenings for women at Planned Parenthood health centers. Komen has been an ally and supported PP health centers to provide nearly 170,000 breast exams in the past 5 years – and we’re determined to make sure it won’t stop thousands of women from getting the care they need. Stay tuned.

Jan. 31, 2012

We’re taking steps to ensure that Planned Parenthood and the breast health programs our health centers provide remain strong and accessible to the thousands of women who rely on them every year. Women’s lives can’t afford to be caught up in political battles, and we appreciate any amount you can give.

Feb. 1, 2012

We have been overwhelmed by the outpouring of support we’ve received since yesterday’s announcement that Susan G. Komen will stop funding breast cancer screenings at PP health centers. On Facebook, Twitter & all over the Internet – your voice cannot be missed. Check out this open letter from one of our activists – and ADD YOUR NAME if you stand with Planned Parenthood and health care for all women!

Feb. 1, 2012

Are you? Share! [A photo accompanied this post – a pink square with white lettering, stating “Still standing with Planned Parenthood.”

Planned Parenthood Facebook Page

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Date Message Feb 1, 2012

At Susan G. Komen for the Cure, the women we serve are our highest priority in everything we do. Last year, we invested $93 million in community health programs, which included 700,000 mammograms. Additionally, we began an initiative to further strengthen our grants program to be even more outcomes-driven and to allow for even greater investments in programs that directly serve women. We also implemented more stringent eligibility and performance criteria to support these strategies. While it is regrettable when changes in priorities and policies affect any of our grantees, such as a longstanding partner like Planned Parenthood, we must continue to evolve to best meet the needs of the women we serve and most fully advance our mission. It is critical to underscore that the women we serve in communities remain our priority. We are working together with Komen Affiliates to ensure there is no interruption or gaps in services for women who need breast health screenings and services. Grant making decisions are not about politics – our priority is and always will be the women we serve. Making this issue political or leveraging it for fundraising purposes would be a disservice to women.

Feb. 1, 2012

Susan G. Komen has spent 30 years providing real help to low-income, uninsured and underinsured women, and recent changes to Komen’s granting policies only reinforce our commitment. Recent reports about those policies aren’t getting it right. See the real story from SGK Founder and CEO Nancy G. Brinker in the Straight Talk video.

Susan G. Komen Facebook Page

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Susan G. Komen began reacting to online content on Twitter at the height of the crisis. Planned Parenthood released consistent content before, during and after the disagreement with Susan G. Komen.

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Media Source Title Tone Descriptive Words

Fox 16 - Online Cancer charity halts grants to Planned Parenthood

Informational Balanced

“creating a bitter rift, linked to the abortion debate”

San Francisco Chronicle

Komen affiliates blast cuts to Planned Parenthood

Critical Local

“Since the backlash against Komen”

New York Times Outcry is Fierce to Cut in Funds by Cancer Group

Confrontational Political

“with rising dissension in its own ranks and a roiling anger”

Huffington Post Susan G. Komen Loses Support After Planned Parenthood Decision

Informal Personable

“Komen has faced a massive social media backlash…with angry people”

Fox 16 – Broadcast

Cancer charity halts grants to Planned Parenthood

Positive Local

“It sounds like in the short run this is not going to hurt Planned Parenthood”

ABC News, GMA

Planned Parenthood Donations Soar After Funding Stripped by Susan G. Komen Breast Cancer Foundation

Critical Political

“Brinker has offered changing explanations for decision”

NBC Nightly News

- - - Negative Accusatory

“Komen CEO Nancy Brinker struggled to contain the damage”

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“Her comments directly contradicted those of John D. Raffaelli, a Komen board member and Washington lobbyist, who told The New York Times on Wednesday that Komen made the changes to its grant-making process specifically to end its relationship with Planned Parenthood.”

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  Online   AP story   Susan G. Komen spokeswoman, Planned

Parenthood affiliates, Planned Parenthood president, anti-abortion group

  Overview of the situation with different perspectives

  Broadcast   Local story   Little Rock Susan G. Komen & Planned

Parenthood staff   Greater time allocated to Susan G. Komen

spokeswoman, explanation, promotion

  Print   Local story   California Susan G. Komen affiliates

statement, local Planned Parenthood, California senator

  Attention on affiliates who were separating from the national decision

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 Conflicting reasons   Grant Requirements

(direct service, stronger performance)

  Statement from Nancy Brinker

  Investigation   Barring grants to organizations

under investigation from Leslie Aun, spokeswoman

 Timeliness  Emotion vs. Ration  Political Argument  Multiple Voices

  Boards   Affiliates

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Given her political history and background, do you think Nancy G. Brinker, the former CEO,

was the best spokesperson for the crisis?

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  Loss of staff members and volunteers   New York Times 11/8/12: “I

personally wouldn’t walk for Komen”

  19% fewer volunteers   Loss of financial support

  $50,000 in corporate sponsorships for the Race for the Cure

  Bad press continues via social media

  Harris Interactive Study   “Brand health” declines by

21%   Second largest drop ever seen

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Notable Quotes   “Mutually agreed” to

decision   “So non political”  Not prepared for

“vicious mugging”   “A bunch of schoolyard

thugs”   Disappointed with

Susan G. Komen’s surrender

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Use of personal stories to reinvigorate support

"When I learned that Komen provided breast cancer screenings and

treatment for uninsured, low-income women, I knew I had to participate in the Susan G. Komen Global Race for

the Cure even though it would be just one week after my last chemo

treatment."

“I am Susan G. Komen” Campaign

“31 Days of Impact” Blog

“Remind people that you are saving lives.” -Daniel Diermeier, author of

“Reputation Rules”

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Do you think using “everyday” people as the voice of the organization will be an effective

communication and rebuilding strategy?

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Bad press still exists but dialogue is slowly shifting

Key Shifts 1.  Opponents change conversations 2.  Susan G. Komen interacts with key

publics via social media

Anti-Komen FB Page

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 No immediate response  Message was defensive

  Listening and engaging is more important

 Message was not consistent  Did not truly reach their key stakeholders

and publics  Failed to see power of social media

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•  Diminishment •  Denied intent to harm women who benefit from Planned

Parenthood •  Bolstered by talking about all the things done to help women •  Minimized by stating that Planned Parenthood still receives some

grants and can apply for grants in the next year •  Justified the decision by wrapping it in a principle – uphold and

advance the mission statement

•  Post Reversal Strategy: Rebuilding •  Addressed the political accusations •  Released statement by CEO Nancy G. Brinker and the board of

directors

“It is our hope and we believe it is time for everyone involved to pause, slow down and reflect on how grants can most effectively and directly be

administered without controversies that hurt the cause of women. We urge everyone who has participated in this conversation across the country over

the past few days to help us move past this issue.”

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•  Timing of the Announcement •  Not during election time

•  Be ready to respond after announcement •  Include a statement that addresses where funding

will go in place of Planned Parenthood to cover those services/programs

•  Have a consistent message across all internal and external communication efforts

•  Communicate with board members and individual affiliates and prepare them with media training.

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•  Be open and realistic about how much granted to Planned Parenthood

•  Dedicated social media team •  Respond to social media with approved responses

•  Use third-party sources and testimonials for support

•  Communicate better with Planned Parenthood •  Backlash would still happen but not to same extent

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  1. Associated Press (2012, February 1). Cancer charity halts grants to Planned Parenthood. Fox 16. Retrieved April 27, 2013, from http://www.fox16.com/news/story/Cancer-charity-halts-grants-to-Planned-Parenthood/Q0iCrvrZk0uHg9ThBmc1Iw.cspx.

  2. Cancer charity halts grants to Planned Parenthood. (2012, February 1). Broadcast. Little Rock: Fox 16. Retrieved April 27, 2013, from http://www.fox16.com/news/story/Cancer-charity-halts-grants-to-Planned-Parenthood/Q0iCrvrZk0uHg9ThBmc1Iw.cspx.

  3. Colliver, V. (2012, February 3). Komen blast cuts to Planned Parenthood. San Francisco Chronicle. Retrieved April 27, 2013 from http://www.sfgate.com/health/article/Komen-affiliates-blast-cuts-to-Planned-Parenthood-2976506.php.

  4. Preston, J., & Harris, G. (2012, February 2). Outcry is Fierce to Cut in Funds by Cancer Group. The New York Times. Retrieved April 27, 2013 from http://www.nytimes.com/2012/02/03/us/komen-foundation-urged-to-restore-planned-parenthood-funds.html?_r=1&.

  5. Bassett, L. (2012, February 1). Susan G. Komen Loses Support After Planned Parenthood Decision. Huffington Post. Retrieved April 27, 2013 from http://www.huffingtonpost.com/2012/02/01/susan-g-komen_n_1247262.html.

  6. Planned Parenthood Donations Soar After Funding Stripped by Susan G. Komen Breast Cancer Foundation (2012, Febraury 3). Broadcast. ABC News. Retrieved April 27, 2013 from http://www.youtube.com/watch?v=Vpw9I6eAO6k.

  7. Tan, T. (2012, February 2). Komen vs. Planned Parenthood: CEOs Speak Out. Broadcast. Texas Tribune. Retrieved April 27, 2013 from http://www.texastribune.org/m/story/36703/.

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  8. Benning, T. (2012, February 3, 2012). Komen apologizes for ‘recent decisions,’ pledges to continue funding Planned Parenthood. Dallas News. Retrieved April 24, 2013 from http://thescoopblog.dallasnews.com/2012/02/komen-apologizes-for-recent-de.html

  9. Nolan,C., Tata, S. (2012, February 2). Susan G. Komen Pulls Planned Parenthood Funding. NBC Los Angeles. Retrieved April 24, 2013 from http://www.nbclosangeles.com/news/local/Susan-G-Komen-Pulls-Planned-Parenthood-Funding-138541484.html

  10. Flock, E. (2012, February 2). Susan G. Komen’s funding cut to Planned Parenthood only latest in string of controversies. The Washington Post. Retrieved April 24, 2013 fromhttp://www.washingtonpost.com/blogs/blogpost/post/susan-g-komens-funding-cut-to-planned-parenthood-only-latest-in-string-of-controversies/2012/02/01/gIQAeQlXhQ_blog.html

  11. Scudder, V. (2012, April 11). Lessons from the Susan G. Komen Planned Parenthood Debacle. PRSA. Retrieved April 24, 2013 fromhttp://www.prsa.org/Intelligence/TheStrategist/Articles/view/9721/1047/Lessons_from_the_Susan_G_Komen_Planned_Parenthood

  12. Gaudet, G Lessons from the Komen Controversy. GaggleAMP. Retrieved April 27, 2013 from https://gaggleamp.com/blog/lessons-from-the-komen-controversy/

  13. Kliff, S (2012, February 3). Susan G. Komen foundation revises policy that barred Planned Parenthood funding. The Washington Post. Retrieved April 28, 2013 from http://www.washingtonpost.com/business/economy/komen-revises-funding-policy/2012/02/03/gIQAVRa3mQ_story.html

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  14. Dziak, M (2013, January 4). Relating to Public: Susan G. Komen vs Planned Parenthood: Who handled PR better? The last Bag of Funyuns. Retrieved April 25, 2013 from http://mgdcomml.blogspot.com/2013/01/relating-to-public-susan-g-komen-vs.html?zx=e573c8ed65b07483

  15. Scudder, V (2012, April 11). Lessons from the Susan G. Komen Planned Parenthood Debacle. The Public Relations Strategist. Retrieved on April 24, 2013 from http://www.prsa.org/Intelligence/TheStrategist/Articles/view/9721/1047/Lessons_from_the_Susan_G_Komen_Planned_Parenthood

  16. Wallis, D (2012, November 8). Komen Foundation Struggles to Regain Wide Support. The New York Times. Retrieved on April 27, 2013 from http://www.nytimes.com/2012/11/09/giving/komen-foundation-works-to-regain-support-after-planned-parenthood-controversy.html?pagewanted=all&_r=1&

  17. Fleming, M & O’Connor, A (2012, February 10). Tracking a Social Media Crisis: Susan G. Komen for the Cure and Planned Parenthood. Banyan Branch. Retrieved on April 30, 2013 from http://banyanbranch.com/social-blog/tracking-a-social-media-crisis-susan-g-komen-for-the-cure-and-planned-parenthood/

  18. Phillips, B (2012, February 6). Even in its reversal, Susan G. Komen’s crisis PR erred. PR Daily. Retrieved on April 25, 2013 from http://www.prdaily.com/Main/Articles/Even_in_its_reversal_Susan_G_Komens_crisis_PR_erre_10751.aspx

  19. Phillips, B (2011, January 25). Seven Rules to Remember When a Crisis Strikes. Mr. Media Training. Retrieved on April 25, 2013 from http://www.mrmediatraining.com/2011/01/25/seven-rules-to-remember-when-a-crisis-strikes/

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  20. Gaudet, G (2012, February 7). Lessons from the Komen Controversy. Social Media Today. Retrieved on April 25, 2013 from http://socialmediatoday.com/glenn-gaudet/441446/lessons-komen-controversy

  21. Wallace, T (2012, August 9). Komen president resigning, founder shifting roles. Yahoo Finance. Retrieved on April 25, 2013 from http://finance.yahoo.com/news/komen-president-resigning-founder-shifting-roles-010547085.html

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