Follow The Plan

Susan G. Komen is an organization best known for its mission to fight breast cancer and get awareness to the community. They have raised  1.5 billion as of 2010 and are still continuing to this day their mission to destroy breast cancer. Two reasons for  Susan G. Komen’s downfall are the unnecessary self-inflicted crisis  that was caused by an action that contradicted the organizations specified mission.  Second was the result of the first problem, that it almost terminated  the organizations existence. Susan G. Komen the biggest breast cancer aid organization, in January 2012, spoke of a plan to cut financial aid to Planned Parenthood’s women’s health initiatives. The plan set off a wave of criticism and feedback. Social media had the first major reaction to the news then came mainstream media. This led to the organization being caught in a catch twenty-two whether it was pro choice or anti-abortion. The organizations communication efforts were weak and caused story to grow larger then it ever should have. Strategies that were implemented by the group were “naive” at best. The group had hoped by giving bureaucratic justifications as answers for this plan it would cover it up. The result was the opposite, support for the organization dropped tremendously and donations fell heavily. The only hope for them was to let the CEO Nancy Brinker and president Elizabeth Thompson step down from their positions. In turn media and social  networks stopped covering the story and let blame go towards management with poor decision making. The organizations fall from refinement wasn’t the result of a communications problem but in fact it was from the outcome of a procedure and a strategy problem. It was intensified by a vital error in reading the priorities of its contributors.  Many companies today have the same problem as Susan G. Komen did, they do not understand the proper methods of developing a procedure and running with it. If more companies would learn how to do this it could lend itself to less problems after a crisis has occurred.




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