Susan G. Komen, Planned Parenthood and the
National Women's Healthcare Debate:
A Social Mediated Crisis Communication Case...
About Susan G. Komen
For the Cure
o Annual Revenues: $357,832,083
(April 1, 2010 – March 31, 2011)
o Primary Activities: T...
About Planned Parenthood
Federation of America
o Annual Revenues:
$229,935,173 (April 1, 2010 –
March 31, 2011)
o Primary ...
A timeline of key events in Komen
Controversy
o January 2011 - After an unsuccessful run for Georgia governor,
Karen Hande...
A timeline of key events in Komen
Controversy
o Nov. 30, 2011 - Mollie Williams, a senior official in charge of Komen‟s
co...
A timeline of key events in Komen
Controversy
o Feb. 7, 2012 - Handel sends Komen CEO and Founder Nancy
Brinker a letter o...
Definition of a Crisis
Any situation that is threatening or could threaten to harm
people or property, seriously interrupt...
Let‟s take a closer look at this crisis timeline….
Planned Parenthood
o Fundraising/advocacy and
programming have different
operating mechanisms
o The organization has a
typ...
Planned Parenthood Action Center
o Nickname: PPaction
o Built on a blog platform and
lists options for:
o Their policy pla...
Planned Parenthood Action Center
o Although funding decision was
made December 2012, Planned
Parenthood released emotional...
Well played Planned Parenthood.
Theoretical Framework
o Situational Crisis Communication Theory (SCCT) (Coombs, 2006)
o Goal: To match the selection of cr...
Research Questions
1. What response strategies did Komen employ when
responding to the crisis that encountered in
January/...
Methodology
o Historical analysis of organizational messages/crisis
communication responses during January 24, 2012 (12 a....
Results: @komenforthecure
January 24, 2012 – February 14, 2012
0
5
10
15
20
25
30
Tweet Analytics – SCCT Reputation Manage...
Results: @komenforthecure
January 24, 2012 – February 14, 2012
Tweet Analytics – SCCT Reputation Management Strategies
Min...
Results: @komenforthecure
January 24, 2012 – February 14, 2012
Tweet Analytics – Social-mediated crisis communication base...
Total mentions - @komenforthecure
January 24, 2012 – February 14, 2012
Source: Topsy Analytics (2012). Unpublished data. A...
Gross media impressions - @komenforthecure
January 24, 2012 – February 14, 2012
Source: Topsy Analytics (2012). Unpublishe...
Positive and negative sentiments -
@komenforthecure
January 24, 2012 – February 14, 2012
Source: Topsy Analytics (2012). U...
Overall sentiment score - @komenforthecure
January 24, 2012 – February 14, 2012
Source: Topsy Analytics (2012). Unpublishe...
Trend data - @ppact
Total mentions - @ppact
January 24, 2012 – February 14, 2012
Source: Topsy Analytics (2012). Unpublished data. Accessed Se...
Gross media impressions - @ppact
January 24, 2012 – February 14, 2012
Source: Topsy Analytics (2012). Unpublished data. Ac...
Positive and negative sentiments - @ppact
January 24, 2012 – February 14, 2012
Source: Topsy Analytics (2012). Unpublished...
Overall sentiment score - @ppact
January 24, 2012 – February 14, 2012
Source: Topsy Analytics (2012). Unpublished data. Ac...
Summary and Lessons Learned
o Komen relied on „instructing‟ response
strategies, directing to online
statements
o Were not...
Summary and Lessons Learned
o Planned Parenthood has an
organizational design that
supports routine public
information sha...
Thank you!
Monica L. Ponder, MS, MSPH
Advanced Doctoral Student
Department of Communication
Georgia State University
Email...
Komen pp v4 8 19-13
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  • Chaos for Komen Foundation
  • They also manage a partner advocacy website – womenarewatching.org
  • Let’s also add a bullet on the social-mediated crisis communication there as well
  • May also mention follower growth for same time period:January 24 2012 – 39680February 14, 2012 - 39827
  • January 24 – 23mentionsJanuary 25 - 12January 26 - 12January 27 - 18January 28 - 8January 29 - 0January 30 - 12January 31 - 884February 1 - 3361February 2 - 1932February 3 - 4299February 4 - 1201February 5 - 460February 6 - 240February 7 – 214February 8 - 82February 9 - 40February 10 – 21 February 11 - 11February 12 -13February 13 - 8February 14 - 15
  • January 24 – 36,595 impressions/exposureJanuary 25 – 42,236January 26 – 62,668January 27 – 200,728January 28 – 214,387January 29 – 214,387January 30 – 221,912January 31 – 1,214,651February 1 – 5,367,895February 2 – 7,218,655February 3 – 14,401,597February 4 – 15,531,228February 5 – 16,110,588February 6 – 16,333,978February 7 – 16,546,247February 8 – 16,702,382February 9 – 16,740,042February 10 – 16,764,853February 11 – 16,770,686February 12 – 16,864,485February 13 -16,872,876February 14 – 16,886,305
  • Topsy Analytics defines sentiment as the degree to how positively or negatively users perceive a brand, product, competitor or any term, topic, hashtag, or @-name. Data includes normalized scale and positive and negative comments. More research is needed into the exact algorithm used.
  • January 24 – 49,516 impressions/exposureJanuary 25 – 61,665January 26 – 72,734January 27 – 217,155January 28 – 295,432January 29 – 301,652January 30 – 350,544January 31 – 905,854February 1 – 2,357,970February 2 – 3,775,084February 3 – 6,378,610February 4 – 6,831,823February 5 – 6,923,206February 6 – 7,081,885February 7 – 7,551,704February 8 – 7,877,459February 9 – 8,118,974February 10 – 8,238,260February 11 – 8,231,223February 12 – 8,426,261February 13 -8,475,837February 14 – 8,490,366
  • Topsy Analytics defines sentiment as the degree to how positively or negatively users perceive a brand, product, competitor or any term, topic, hashtag, or @-name. Data includes normalized scale and positive and negative comments. More research is needed into the exact algorithm used.
  • Topsy analytics describes the overall sentiment score as the measure of how positively or negatively a brand is received
  • Transcript of "Komen pp v4 8 19-13"

    1. 1. Susan G. Komen, Planned Parenthood and the National Women's Healthcare Debate: A Social Mediated Crisis Communication Case Study Monica L. Ponder, MS, MSPH Natalie Tindall, PhD Department of Communication Georgia State University August 20, 2013
    2. 2. About Susan G. Komen For the Cure o Annual Revenues: $357,832,083 (April 1, 2010 – March 31, 2011) o Primary Activities: Targeted population grants, disparities research, prevention screening, administration and fiscal management, fundraising, educ ation/advocacy, and treatment o Scope: International – Besides the federal government, the Komen Foundation is the largest funder of breast cancer research in the world, currently managing more than 500 active grants totaling $270 million. Komen also funds research in 18 different countries.Source: GuideStar, (2012) Accessed September 20, 2012 from: http://www.guidestar.org/organizations/75-1835298/susan-g-komen-breast- cancer-foundation-national-office.aspx#mission Mission: “To end breast cancer, forever”
    3. 3. About Planned Parenthood Federation of America o Annual Revenues: $229,935,173 (April 1, 2010 – March 31, 2011) o Primary Activities: Provides reproductive and complementary healthcare services and screenings, advocate public policies, provide educational programs, and promote research o Scope: Planned Parenthood has 74 independent local affiliates that operate nearly 800 health centers throughout the United States, providing services to women, men, and teensSource: GuideStar, (2012) Accessed September 20, 2012 from: http://www.guidestar.org/FinDocuments/2011/131/644/2011-131644147- 080743cb-9.pdf; www.plannedparenthood.org Mission: “A reason for being”
    4. 4. A timeline of key events in Komen Controversy o January 2011 - After an unsuccessful run for Georgia governor, Karen Handel joins the Susan G. Komen Foundation as a consultant. She was then hired as a senior vice president for public policy. During the Georgia primary, Handel‟s platform included advocating for Planned Parenthood‟s defunding. o Spring 2011 - The Komen board forms a three-member subcommittee to look into Planned Parenthood funding. Komen staff also begin meeting on the issue. Both the staff review and board subcommittee conclude that funding for Planned Parenthood should continue. o Sept. 29, 2011 - Rep. Cliff Stearns (R-Fla.) sends a letter to Planned Parenthood president Cecile Richards, notifying her of a Congressional investigation into whether her group has illegally used federal funds for abortions. o Nov. 29, 2011 - The Komen board votes unanimously to take action that would bar funding Planned Parenthood.Source: Washington Post (2012). Timeline of key events in Komen controversy. Accessed May 21, 2012 from: http://www.washingtonpost.com/national/health-science/timeline-of-key-events-in-komen-controversy/2012/02/07/gIQAX4EWxQ_story.html
    5. 5. A timeline of key events in Komen Controversy o Nov. 30, 2011 - Mollie Williams, a senior official in charge of Komen‟s community grants, resigns. o Dec. 16, 2011 - Komen President Elizabeth Thompson calls Planned Parenthood President Cecile Richards to inform her of the foundation‟s decision. o Jan. 31, 2012 - The Associated Press breaks the news that Komen has adopted new grant policies that bar Planned Parenthood from receiving funding. A Komen spokesperson says the new policy bars funding to groups under government investigation, citing Rep. Stearn‟s probe in Congress. o Feb. 3, 2012 - The Komen Foundation reverses course to say that only those under “criminal” investigation will be barred. Planned Parenthood is once again eligible to apply.
    6. 6. A timeline of key events in Komen Controversy o Feb. 7, 2012 - Handel sends Komen CEO and Founder Nancy Brinker a letter of resignation, effective immediately. o June 6, 2013 - The breast cancer charity announced it was ending half of the events in 14 cities it has, for the past decade, sponsored a 3-day walk, citing drops in „participation levels‟ Source: Washington Post (2012). Timeline of key events in Komen controversy. Accessed May 21, 2012 from: http://www.washingtonpost.com/national/health-science/timeline-of-key-events-in-komen-controversy/2012/02/07/gIQAX4EWxQ_story.html; Dailybeast (2013) “Women‟s health is a pocketbook issue.” Cecile Richards, President Planned Parenthood Federation of America (January 2012) “I don‟t even wear pink anymore. It just turns my stomach.” – Facebook user, June 2013
    7. 7. Definition of a Crisis Any situation that is threatening or could threaten to harm people or property, seriously interrupt business, damage reputation and/or negatively impact the bottom line (publics, products, services or good name) *** “Now Komen executives are faced with the task of restoring credibility to one of the strongest brands in the nonprofit world.” “People may now question the role political ideology plays in their decision-making, and that didn‟t enter into people‟s minds in the past.” Source: Washington Post (2012). Timeline of key events in Komen controversy. Accessed May 21, 2012 from: http://www.washingtonpost.com/national/health-science/timeline-of-key-events-in-komen-controversy/2012/02/07/gIQAX4EWxQ_story.html; Fearn-Banks, 2002
    8. 8. Let‟s take a closer look at this crisis timeline….
    9. 9. Planned Parenthood o Fundraising/advocacy and programming have different operating mechanisms o The organization has a typical organizational website that lists its programs, services, and leadership o PP also has an action center that is used for their advocacy actions, mobilization and fundraising o Long-standing experts in crisis and policy communication, brand management, pro-choice advocacy, and responding to counter and controversial political agendas
    10. 10. Planned Parenthood Action Center o Nickname: PPaction o Built on a blog platform and lists options for: o Their policy platform o How site visitors can get involved o Shares outcome information about their work (e.g. statistics, photos, success stories) o Tailored information by segment (e.g. African Americans for Planned Parenthood) o There is also a 'donate' button positioned prominently at the top of the website home page
    11. 11. Planned Parenthood Action Center o Although funding decision was made December 2012, Planned Parenthood released emotional statement to media January 31, 2012 igniting media mayhem o Included announcement of breast health emergency fund launch to offset lost support from Komen o Stated past good works of organization, proactively shared performance statistics o Within 4 days, 77,000 supporters donated more than $3 million to Planned Parenthood o Original award from Komen was $750,000 Planned Parenthood announced Feb 6, 2012 that donors “angry about the decision” have supplied the nonprofit with enough revenue to expand its breast cancer services Source: Chicago Tribune, August 2012
    12. 12. Well played Planned Parenthood.
    13. 13. Theoretical Framework o Situational Crisis Communication Theory (SCCT) (Coombs, 2006) o Goal: To match the selection of crisis response to the needs of the situation & to place responsibility of the crisis somewhere o Consists of three core elements: (1) the crisis situation, (2) crisis response strategies, and (3) a system for matching the crisis situations and crisis response strategies Coombs, W. Timothy. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Repuation Review, 10(3), 163- 176. o Social mediated Crisis Communication Theory (Jin & Liu, 2010) o During crises, audiences‟ social media use increases (Pew Internet & American Life, 2006) o Describes relationship between an organization and its publics via social media o Creatives, followers and inactives
    14. 14. Research Questions 1. What response strategies did Komen employ when responding to the crisis that encountered in January/February 2012? 2. Did Komen achieve consistency, in terms of crisis communication strategy across all sources for all outgoing crisis communication strategies? Planned Parenthood? 3. To what degree did the response strategies selected by Komen match the response strategies suggested by the Situational Crisis Communication Theory? 4. What are best practices for organizations responding to pre-engineered (or manufactured) crises?
    15. 15. Methodology o Historical analysis of organizational messages/crisis communication responses during January 24, 2012 (12 a.m.) and February 14, 2012 (11:59 p.m.) o Social media channel: Twitter o @komenforthecure (n = 214)* o @Ppact (n = 331) o Source(s): Topsy Analytics (San Francisco) and Twitter o Content Analysis 1. Intercoder Reliability - Kappa = 0.77, p = .00 2. Implement Coombs‟ (2006) crisis response strategies clusters 3. Coders analyzed each message using the 10 crisis communication strategies from the three response clusters outlined in Coombs model • For every outgoing message, coders record the number of responses within the message o Descriptive Analysis *account is currently inactive/protected. Organization has created a new profile since events
    16. 16. Results: @komenforthecure January 24, 2012 – February 14, 2012 0 5 10 15 20 25 30 Tweet Analytics – SCCT Reputation Management Strategies Attacked the accuser Denied the crisis Placed blame outside of Minimized organizational responsibility
    17. 17. Results: @komenforthecure January 24, 2012 – February 14, 2012 Tweet Analytics – SCCT Reputation Management Strategies Minimized perceived damage caused by crisis Told stakeholder s about past good works Praised stakeholders for their actions Offered money or gifts to victims 0 5 10 15 20 25 30 Took full responsibility for the crisis and asked followers for
    18. 18. Results: @komenforthecure January 24, 2012 – February 14, 2012 Tweet Analytics – Social-mediated crisis communication base strategies Instructing Informatio n Adaptive Information (corrective action) Adaptive Information (Emotion) 0 20 40 60 80 100 120
    19. 19. Total mentions - @komenforthecure January 24, 2012 – February 14, 2012 Source: Topsy Analytics (2012). Unpublished data. Accessed September 20, 2012 from: www.topsy.com @Komenforthecure - @foxxnewsalert That is incorrect. She does not make $5M a year. Our correct financial information can be found here: http://t.co/NWfUy29U @Komenforthecure - @rosemarierung They are not a Komen partner. Official Komen partners are listed here: http://t.co/aM9VTV4a @Komenforthecure - New grants standards strive for grants that provide direct services and outcomes. @Komenforthecure - We want to apologize for recent decisions that cast doubt upon our commitment to our mission of saving women‟s lives.
    20. 20. Gross media impressions - @komenforthecure January 24, 2012 – February 14, 2012 Source: Topsy Analytics (2012). Unpublished data. Accessed September 20, 2012 from: www.topsy.com
    21. 21. Positive and negative sentiments - @komenforthecure January 24, 2012 – February 14, 2012 Source: Topsy Analytics (2012). Unpublished data. Accessed September 20, 2012 from: www.topsy.com
    22. 22. Overall sentiment score - @komenforthecure January 24, 2012 – February 14, 2012 Source: Topsy Analytics (2012). Unpublished data. Accessed September 20, 2012 from: www.topsy.com
    23. 23. Trend data - @ppact
    24. 24. Total mentions - @ppact January 24, 2012 – February 14, 2012 Source: Topsy Analytics (2012). Unpublished data. Accessed September 20, 2012 from: www.topsy.com
    25. 25. Gross media impressions - @ppact January 24, 2012 – February 14, 2012 Source: Topsy Analytics (2012). Unpublished data. Accessed September 20, 2012 from: www.topsy.com
    26. 26. Positive and negative sentiments - @ppact January 24, 2012 – February 14, 2012 Source: Topsy Analytics (2012). Unpublished data. Accessed September 20, 2012 from: www.topsy.com
    27. 27. Overall sentiment score - @ppact January 24, 2012 – February 14, 2012 Source: Topsy Analytics (2012). Unpublished data. Accessed September 20, 2012 from: www.topsy.com @PPact - Came across a "Planned Parenthood Saved My Life" blog. Talk about powerful. Supporters can submit their own stories: http://t.co/cKCOwjdP @PPact - MT @CecileRichards: Tonight I'll be on MSNBC's @TheLastWord to discuss the recent Susan G. Komen decision, 10:30pmET @Ppact - If you #standwithPP, be sure to add your name to this open letter: http://t.co/ig755e9y
    28. 28. Summary and Lessons Learned o Komen relied on „instructing‟ response strategies, directing to online statements o Were not prepared for crisis – needed time to develop a response strategy o Komen is used to being a public health “beacon” and held in positive esteem publically – the organization was caught off guard by the sudden and very public backlash - Still has not recoveredo Komen had articulated points, which were clear, but allowed Planned Parenthood to dominate the conversation o Needed more aggressive and engaging response. Used typical public information model, shift to two-way interaction o The public has grown to hate „pink-washing‟ and consumerism of the Komen brand
    29. 29. Summary and Lessons Learned o Planned Parenthood has an organizational design that supports routine public information sharing, two-way engagement, and policy communication > prepared o Action-oriented website design > immediately leveraged a crisis into a brand opportunity o PP accustomed to negative feedback and judgment of policies so the organization understands how to respond to crises > critical to their growth and survival o The crisis became about act of defunding versus „why‟ the decision was made > proactive o Proactively touts good deeds and outcomes to its publics o Embraces emotional appeals for support
    30. 30. Thank you! Monica L. Ponder, MS, MSPH Advanced Doctoral Student Department of Communication Georgia State University Email: mlponder@cdc.gov Natalie T.J. Tindall, Ph.D. Department of Communication Georgia State University 800 Twenty Five Park Place NE Atlanta, GA 30303 Email: drnatalietjtindall@gmail.com Former Miss Universe 1964, Corrina Tsopei Fields, left, Miss Universe 1978, Margaret Gardiner, and Miss USA 1985, Laura Harring, right, team up for "Race for the Cure" Sunday, Nov. 2, 1997, at the Rose Bowl in Pasadena, Calif., as part of the Susan G. Komen Breast Cancer Foundation's annual event (AP)
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