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?

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Technorati Tags: Detroit Free Press, Komen, Mediapost, PR, Susan G. Komen for the Cure

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In late January RIM replaced its co-CEOs Jim Balsillie and Mike Lazaridis with COO Thorsten Heins. As a now-former Blackberry user (I just switched to the HTC Rezound) this news certainly got my attention.

I expected to hear Heins address all the concerns of Blackberry users like frequent “white screen of death” issues, latency and even my chief concern (since I am becoming kind of a nut about this stuff), Blackberry models having some of the highest radiation in the industry.

Instead, the headlines were that Heins believes no major changes were necessary, or as Bloomberg Businessweek put it, RIM is “Staying is the Course”.

Bloomberg’s Peter Burrows and Hugo Miller’s article essentially skewered Heins for this – and used a Blackberry buried in a grave to depict where they really thought RIM is headed. This is about the worst image a PR person wants to see, yet it was no great shock because Heins didn’t say the right things in his interviews. This is a shame because it was his golden opportunity to do so. A new CEO’s first public outing is the chance for him/her to state goals, address challenges, explain the way forward and, ideally, re-shape people’s perceptions.

Had I been on the public relations team counseling Heins I would have told him to accentuate the positive while acknowledging challenges. I’d have counseled him to state the big ones, which would give him a chance to explain the steps the company is taking to tackle problems. Everyone knows RIM has serious issues. It is ridiculous to try to hide them. The trick is to re-frame the discussion while addressing how problems are going to be fixed.

The old adage “honesty is the best policy” may sound a bit old fashioned, but when you are talking about a company like RIM, and the state it’s in, they would have been better served by being open and honest. Unfortunately it is too late for Heins’ public introduction.

Perhaps moving forward RIM will learn from its mistakes and carve out a better public relations outcome. To change perceptions they must publicly acknowledge the obvious – significant products are necessary not only to stave off Apple, but also to stay relevant in the mobile marketplace.

Maybe they’d even win back former customers like me.

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Unlike (too) many of my posts, this will be mostly about PR – the PR nightmare resulting from the presidential candidates’ lack of transparency and foresight, and near-terminal indecision, with special attention to Mitt Romney’s PR fumbles.

The quick lesson: if you’re in a public role, either as a business leader or a politician, plan for the worst. PR people can help you: we’re natural-born catastrophizers. We see downside everywhere; it’s part of the job description. First we think of something positive about a client’s products, services and value proposition and then we turn around and attack those assumptions from all angles. It’s the only way to prepare for the tough questions inevitable from the press and, at some point, consumers.

Apparently Mitt Romney thought he was immune from catastrophe. Either that or his PR counsel didn’t worry enough about worst-case scenarios, especially with regard to timing of disclosure of details of his taxes, financial status and the disposition of his investments. Perhaps he was holding the story for the fall when the Democrats would certainly raise a challenge, and his PR counsel went along with it (which seems inexplicable). Whatever. The strategy failed. His own side attacked, making things much easier for the incumbent and making the GOP look like a pack of clowns.

As a mostly-private person I am on Romney’s side. I wouldn’t disclose that information. But he chose a public life, and with the choice comes a diminution of personal rights, especially the right to privacy. (That’s a whole separate subject with Google’s Monday announcement.)

It doesn’t matter that Gingrich soaked Freddie Mac for millions as an ‘historian’ or that John Kerry hides behind Teresa Heinz Kerry and tried to fool people and dodge taxes by berthing his (New Zealand built, for shame) boat in Newport, R.I. It doesn’t matter that the Kennedys built their fortune rum-running, or the Bushes through banking and oil. It doesn’t matter that Bill Clinton is cleaning up, post House impeachment and general running around, giving speeches. What matters is Romney was caught flat-footed, and it’s critical for a politician to be on the front foot, anticipating everything.

PR, properly strategized and executed, keeps you on the front foot. It helps you prepare for questions you don’t want to answer. It makes you consider a position from many points of view. No one is immune from catastrophe. Plan accordingly.

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