The Susan G. Komen Crisis Response Strategy

3 Mar

In February of 2012, the Susan G. Komen Foundation reversed its decision to pull grants from Planned Parenthood, an organization that provides women certain health services including abortions. The Susan G. Komen Foundation insisted that its policies and procedures had changed, forcing it to cut grants going to Planned Parenthood. However, some sponsors of Susan G. Komen did not find it acceptable to pull funds going to Planned Parenthood and decided to stop sponsoring the foundation. Many people took to blogs and other social media protesting against Susan G. Komen’s decision and also encouraged others to stop donating to the foundation. Due to the lost of sponsors, money, and support, the Susan G. Komen Foundation decided to change it policies and procedures and give the grants pulled from Planned Parenthood back to them. However, the decisions made by Susan G. Komen had already had a negative impact on the foundation and caused a public relations disaster.

The Susan G. Komen Foundation had to take several measures to begin repairing the damage done to its image. The foundation used the reminder strategy quite heavily. The reminder strategy is when crisis managers tell stakeholders about past good works of the organization. The Susan G. Komen Foundation posted several statuses on its Facebook page discussing how much it had done for women suffering from breast cancer and how much work the foundation had put into early detection and prevention. Nancy G. Brinker, the founder and CEO of the Susan G. Komen foundation, also took to Youtube and discussed the good the foundation had done. She talked about how dedicated the foundation had been to finding a cure for breast cancer and how much monetary support they had provided to organizations.

In my opinion, the Susan G. Komen Foundation used the correct response. The foundation has done some great things in and for the community and has made excellent strides in finding a cure for breast cancer. This is something that cannot be denied, even though the foundation made a questionable decision. However, sponsors and the public needed to be reminded of all the good that has come out of the foundation. The reminder strategy was the best way to tell people about what the foundation had done in the past and what it could continue to do as long as it had the support it needs from its sponsors. The best thing for the Susan G. Komen Foundation to do was to remind the public of its good deeds and continue to try to put the whole situation behind them and move on with the work it has been doing for over thirty years.


One Response to “The Susan G. Komen Crisis Response Strategy”

  1. Justine March 3, 2012 at 5:03 am #

    I totally agree with how they handled this crisis. Even though people may feel that Susan G. Komen should not have pulled the grant to Planned Parenthood, I don’t think that people should automatically stop helping the fight against Breast Cancer, which is a big killer among women today, just because the pull of a grant.

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