It took several painful days, but it looks like Susan G. Komen for the Cure is finally taking steps to regain its reputation as the world’s leading breast cancer organization. That’s a lofty moniker to live up to, and it’s safe to say everyone who witnessed Komen’s recent descent into partisan bickering was disappointed – some downright devastated.
Komen today retreated from its decision to withdraw funding for breast cancer screening at Planned Parenthood affiliates across the country. And itsstatement indicates the organization is using the classic crisis communications playbook:
Apologize: “We want to apologize to the American public for recent decisions that cast doubt upon our commitment to our mission of saving women’s lives.
Acknowledge: “The events of this week have been deeply unsettling for our supporters, partners and friends and all of us at Susan G. Komen. We have been distressed at the presumption that the changes made to our funding criteria were done for political reasons or to specifically penalize Planned Parenthood. They were not.
Act: “Our original desire was to fulfill our fiduciary duty to our donors by not funding grant applications made by organizations under investigation. We will amend the criteria to make clear that disqualifying investigations must be criminal and conclusive in nature and not political. That is what is right and fair. …Amending our criteria will ensure that politics has no place in our grant process.”
My only concern is with Komen’s pleas for “the public’s understanding and patience as we gather our Komen affiliates from around the country to determine how to move forward in the best interests of the women and people we serve.”
Advocating for women’s health is a straightforward mission. Advocates need only act accordingly.
