The Damage is Done – What should Komen do next?
February 7th, 2012 by Tom Francoeur
Erik Sass asks that very question in Mediapost’s Social Graf blog. It was refreshing to read his post because rather than placing blame or expressing disbelief that such a PR disaster could occur, he gets right to the point of now that the damage is done, how can Susan G. Komen for the Cure recover? I also like how Sass keeps a clear eye on what everyone wants regardless of political affiliation, which is to stop breast cancer from killing people. Although this PR firestorm has brought some questionable fundraising practices to light, it’s undeniable that Komen has made a significant impact in the fight against breast cancer. I’ve seen a lot of Tweets, Facebook updates and blog posts stating that Komen has irretrievably damaged its brand by alienating both anti-abortion activists and Planned Parenthood supporters. Initially, I agreed with these sentiments, but now I think there’s almost always a chance for a brand to recover, and in the case of Komen, I’d like to see that happen as soon as possible so they can get back to what they do best.
Look at Toyota, for instance. They were in a publicity nightmare due to “unintended acceleration” resulting in deaths and injury, although what caused those incidents has yet to be determined. The company has taken a long term approach, using multiple marketing channels to communicate their commitment to solving the problem and to tell stories of loyal customers who are sticking with them. Komen should do the same. Refocus on their population. Tell true stories of Komen making a difference in people’s lives. Get that story out via mass media and social media channels. Repair the disconnect that seems to have occurred between Komen’s executive management and the grass roots supporters who are the lifeblood of the organization.
There are many people that Komen will never get back. Thankfully, other organizations in the fight against breast cancer can benefit from their contributions. But that doesn’t mean Komen can’t recover some of the people they’ve lost while still growing their organization through the countless number of people who unfortunately have been and will be impacted by breast cancer. As long as Komen stays on message with their core audience, there’s nothing to stop them from getting back on track and even going beyond what they’ve achieved already.
What do you think Susan G. Komen should do to repair the damaged brand?
This entry was posted on Tuesday, February 7th, 2012 at 2:21 pm and is filed under customer service, Marketing, Messaging & Positioning, News & Commentary, PR. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.
February 7th, 2012 at 3:07 pm
Update! Turns out that as I was writing this post, Karen Handel, the Komen VP said to have spearheaded the move to stop funds going to Planned Parenthood, has resigned. (See CNN article: http://bit.ly/yboQMK). This move will certainly meet the approval of Planned Parenthood supporters. But what about those on the other side of the aisle? I can already hear the conservative talk news/radio shows raising their voices. Will there be an equally strong backlash now from the other side? Or is the return to things as they were the best move for Komen in the long run? I think it’s a good move, but they’ll still be in hot water for the next few days. What do you think?
February 7th, 2012 at 6:25 pm
I think they’ll be in hot water for more than just a few days unfortunately. Luckily, they’ve hired a crisis management firm to help. The Komen foundation has been listed by many as one of the most trusted nonprofit organizations in America, but it’s also been criticized for its use of donor funds, as well as its choice of sponsor affiliations and its role in commercial marketing. I think Ari Fleisher said it best: “Komen’s not equipped to spend its days fighting political battles,” the source said. “Abortion is not our issue, and I think [leadership] tried to finesse a way out of it, and this investigation criteria was the solution. And it blew up in their faces. They were just naive in the face of [the] incredibly sophisticated Planned Parenthood operation.”
February 7th, 2012 at 6:52 pm
Hey Wendie – I agree, the Ari Fleisher quote says it all. It will be a while before things settle down, but it looks like they’re finally taking the first steps to try and get back on track. It will be interesting to see if they make any moves to change the donor fund practices that have come under question and if/how they publicize those changes.