
As a South Florida public relations firm, we’ve seen the damage that the absence of a crisis communications plan can cause to any organization. The most recent example on the national stage came earlier this month when Susan G. Komen for the Cure cut funding from Planned Parenthood. Now, Komen — the largest national breast cancer non-profit — has a new mandate: To reel in the pink ribbions it’s been threading all over the media and take corrective action.
Reversing its plans to deny funding to Planned Parenthood on Friday, Komen has some serious damage control ahead to combat the 72-hour media storm it created.
Komen found itself inundated with criticism when it publically announced it would no longer provide funding for Planned Parenthood’s breast exam and educational activities geared toward low-income women. The premise for the cut: Komen would not support organizations under “investigation.” Planned Parenthood was facing a questionable inquiry by Republican lawmakers. It didn’t help Komen that a vice president was an ardent and vocal right-to-life supporter.
It’s no surprise that the move resulted in a national backlash against an otherwise highly respected organization. People withdrew support. Some women’s advocates cried foul. Even its California offices issued a statement decrying the decision.
Huffington Post described the move as “one of the most boneheaded political miscalculations that will have serious ramifications for Komen: supporters won’t forget this for years to come.”
First, Komen president Nancy Goodman Brinker hit the web with a video supporting its decision. Then days later and facing the backlash from supporters and women’s groups, Komen amended its statements to only cut funding to groups under investigations that are “criminal and conclusive in nature and not political.”
This is no way to fight a national P.R. fiasco.
Komen needs to enact a simple but effective crisis communications plan to clarify that it’s an organization that helps women. Like any organization, it must consider the potential publicity and negative ramifications of its actions before making moves or statements.
If it seeks to cut funding to various organizations it has supported in the past – a move that’s completely within its right – it must make sure the cuts don’t reek of politics or frivolous, agenda-motivated policy.
We give Komen kudos for recognizing its egregious error and taking action to right its course. But it now needs to stress that its mission as an organization is in tandem with that of Planned Parenthood – two organizations striving to better women’s health.
Then, it should get a crisis communications plan in place.