Quick decision making can often lead to frustration, disorganization and even controversy. The Susan G. Komen for the Cure Foundation landed in hot water after announcing a landmark decision to pull funding from Planned Parenthood, which used the funds to provide breast exams to underserved and low-income women. The resulting public outcry left the Foundation searching for a way to effectively repair its brand and image, an announcement to reverse its original decision and the resignation of one of its executives.

The Komen Foundation, a globally-recognized organization dedicated to breast cancer research and advocacy, said it made the decision based on its new criteria for granting funds, which states that Komen will not provide funding to organizations that are under investigation by local, state or federal authorities. Komen states that this applies to Planned Parenthood, as it is under an investigation launched by Rep. Cliff Stearns, R-Fla. to determine if public money was improperly spent to provide abortion services.

When the news broke on Jan. 31, the public was shocked and upset. Many felt that Komen had folded to political pressure and was no longer focused on women’s health. On Feb. 3, after a huge public backlash, Komen released a statement of apology reversing its decision and stating that it would allow Planned Parenthood to reapply for grants. But with all of the negative attention, will Komen be able to restore its “think pink” image?

Komen has a lot of work to do. The public is unhappy with the decision and the way Komen handled its response. In the wake of Vice President Karen Handel stepping down over the ordeal, Komen may now lose donors and public support. The way Komen responds in the coming weeks will determine how well it weathers this PR storm. One thing is certain: crisis communications planning is essential for all companies, especially with social media and a 24-hour news cycle. Komen could have avoided this pitfall, or at least worked through it more effectively, if it had been better prepared. How Komen handles the next few months will be essential to repairing the Foundation’s identity and restoring trust among donors and supporters.

Have you supported the Komen Foundation? How do you think Komen should respond?

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