This was a presentation for a graduate DePaul University Crisis Communications course. It analyzed the Susan G. Komen crisis that unfolded upon the announcement that it would not fund future Planned Parenthood grants. Recommendations were also made that could have eased or alleviated the media and public outcry against the non-profit.

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

2.  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.
2

3. “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.
3

4. 4

5. 







Board of Directors
Shareholders
Fund Development
Committee
Republicans
Conservative organizations
Catholic Church
Conservative Leaders and
Donors
Anti-abortion rights groups

Americans United for Life
Perceived key stakeholders/publics









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
Realistic stakeholders/publics
5

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
“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

7. “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?
7

8. 8

9. Planned Parenthood Facebook Page
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.”
9

10. Susan G. Komen Facebook Page
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 outcomesdriven 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.
10

11. 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.
11

12. 12

13. Media Source
Fox 16 - Online
San Francisco
Chronicle
Title
Cancer charity halts
grants to Planned
Parenthood
Komen affiliates blast
cuts to Planned
Parenthood
New York Times
Outcry is Fierce to Cut in
Funds by Cancer Group
Huffington Post
Susan G. Komen Loses
Support After Planned
Parenthood Decision
Fox 16 –
Broadcast
ABC News, GMA
NBC Nightly
News
Tone
Informational
Balanced
Critical
Local
Confrontational
Political
Informal
Personable
Descriptive
Words
“creating a bitter rift,
linked to the abortion
debate”
“Since the backlash
against Komen”
“with rising dissension in
its own ranks and a
roiling anger”
“Komen has faced a
massive social media
backlash…with angry
people”
Cancer charity halts
grants to Planned
Parenthood
Positive
Local
“It sounds like in the
short run this is not going
to hurt Planned
Parenthood”
Planned Parenthood
Donations Soar After
Funding Stripped by
Susan G. Komen Breast
Cancer Foundation
Critical
Political
“Brinker has offered
changing explanations for
decision”
---
Negative
Accusatory
“Komen CEO Nancy
Brinker struggled to
contain the damage”
13

14. “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.”
14

15. 
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
15

16.  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

16

17. Given her political history and background, do
you think Nancy G. Brinker, the former CEO,
was the best spokesperson for the crisis?
17

18. 18

19. 
Loss of staff members and
volunteers



Loss of financial support



New York Times 11/8/12: “I
personally wouldn’t walk for
Komen”
19% fewer volunteers
$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
19

20. 20

21. 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
21

22. "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."
Use of personal stories to
reinvigorate support
“31 Days of Impact” Blog
“Remind people that
you are saving lives.”
“I am Susan G. Komen” Campaign
-Daniel Diermeier, author of
“Reputation Rules”
22

23. Do you think using “everyday” people as
the voice of the organization will be an effective
communication and rebuilding strategy?
23

24. Bad press still exists but dialogue is
slowly shifting
Anti-Komen FB Page
Key Shifts
1. Opponents change conversations
2. Susan G. Komen interacts with key
publics via social media
24

25. 25

26.  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
26

27. • 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.”
27

28. 28

29. • 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.
29

30. • 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
30

31. 31

32. 32

33. 






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-PlannedParenthood/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-PlannedParenthood/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-PlannedParenthood-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-restoreplanned-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/.
33

34. 





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-forrecent-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-PullsPlanned-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 from
http://www.washingtonpost.com/blogs/blogpost/post/susan-g-komensfunding-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 from
http://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-revisesfunding-policy/2012/02/03/gIQAVRa3mQ_story.html
34

35. 





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-gkomen-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-worksto-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-crisissusan-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-toremember-when-a-crisis-strikes/
35

36. 
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-komencontroversy

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-foundershifting-roles-010547085.html
36