Case Analysis Final Presentation_ An overview of ... - ameliabutler by malj

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									                                                    November 29, 2012




     CASE ANALYSIS FINAL PRESENTATION:
 AN OVERVIEW OF SUSAN G. KOMEN’S DECISION TO DROP FUNDING
TO PLANNED PARENTHOOD, FROM A PUBLIC RELATIONS PERSPECTIVE.




                                                    Melissa Daigneault
                                                      Amelia Butler
                                                       Aja Garrison
                                                     Rebecca Danta
       R C
     E A
   S
  E H
R
               ORGANIZATIONAL ANALYSIS

 Background
   § Susan G. Komen for the Cure was founded in 1982 by Nancy Brinker
   § Brinker promised her sister, Komen, that she would do everything in
     her power to end breast cancer forever

 Mission Statement
  § To find a cure and eradicate
    breast cancer in the United States
    and throughout the world

 Organizational Goals
   1. More early detection and
      effective treatment
   2. More research
   3. More hope
   4. More survivors
            ORGANIZATIONAL ANALYSIS

 Performance
  § The organization has raised almost $2 billion
  § Early detection has resulted in a decline in breast
    cancer mortality
  § The government continues to increase its annual
    contribution
  § The five-year survival rate is now 99 percent
  § The organization jumpstarted a global outreach
  § The organization has partnered with many sponsors
    that helped raise about $47 million in 2011
             ORGANIZATIONAL ANALYSIS

 Reputation
  § Susan G. Komen is known to be
    the largest, best-funded, most-
    recognized breast cancer
    organization in the United
    States
  § Before the Planned Parenthood
    controversy, many news outlets
    referred to Komen’s reputation
    as being “supreme”
  § In 2002, more than 1.3 million
    people trusted in the
    organization to participate in
    its Race for the Cure events
    across the nation
               ORGANIZATIONAL ANALYSIS

 Visibility
  § Susan G. Komen for the Cure approximately 642,029 “likes” on
    Facebook, 54,179 followers on Twitter, and 835 subscribers on
    YouTube with over 800,000 video views
  § The pink ribbon products
             ORGANIZATIONAL ANALYSIS

 Competitors
  § The American Cancer Society
  § The Leukemia & Lymphoma Society
  § The Avon Foundation for Women



 Significant Opposition
  § Organizations that Susan G. Komen has sued for trademarking
  § People and organizations that are upset over Susan G.
    Komen’s association with Planned Parenthood and the
    lingering abortion controversies
                    SITUATIONAL ANALYSIS

 The Timeline
  I.    Susan G. Komen donates $700,000 annually to Planned Parenthood to provide
        a free breast examination service
  II. Americans United for Life instigates investigation of Planned Parenthood for
        using public funding for abortions
  III. Karen Handel, member of Americans United for Life who advocated for
        defunding of Planned Parenthood, joins Planned Parenthood as senior vice
        president for public policy
  IV. Susan G. Komen votes to stop funding for Planned Parenthood, based on being
        under investigation by Congress
  V. Susan G. Komen informs Planned Parenthood about their decision
  VI. The news gets out about Susan G. Komen’s decision
  VII. Pro-life supporters and donors ecstatic; Pro-choice supporters outraged
  VIII. Planned Parenthood President Cecile Richards speaks out against Komen
        organization and asks current supporters to rally together to support Planned
        Parenthood
  IX. Supporters raise over $3 million for Planned Parenthood
  X. Susan G. Komen recognizes its losses and reverses its decision
  XI. Handel resigns from Susan G. Komen
  XII. Pro-life supporters now outraged
  XIII. Most of all publics are outraged because it seems as though Susan G. Komen’s
        indecisiveness is money driven
                 SITUATIONAL ANALYSIS

 Significance
  § Decisions split public into two groups: pro-life versus pro-
    choice

 Consequences
  § Led stakeholders to question integrity of Komen

 Komen’s commitment to resolution
  § Organization releases vague statements
  § CEO attempts to apologize
  § Organization hires consulting firm to assess damage to
    reputation
MEDIA ANALYSIS
                      MEDIA ANALYSIS

 Initial responses
  § LA Times tried to give Nancy Brinker’s side of the story
  § Washington Post outlined who the decision impacted the most
  § Republican outlets praised the decision, while Democratic outlets
    spoke against Komen

 After reversal
  § Huffington Post and The Washington Times talks about Brinker’s
    apology, but stresses that Brinker does not say grants will be
    renewed
  § Forbes talks about how Planned Parenthood gained from the
    situation
  § Huffington Post talks to Karen Handel about new book “Planned
    Bullying”
                             PUBLIC ANALYSIS

 Key publics
  § Extremely broad
      § Planned Parenthood and organization supporters
      § Susan G. Komen donors and participants
      § Political activists, including pro-life and pro-choice groups
 Intercessory publics and major opinion leaders
  § Planned Parenthood President Cecile Richards
  § Celebrities, like Lizz Winstead, Lance Armstrong, John Legend
  § Americans United for Life President Charmaine Yoest
 Who was affected?
  § Planned Parenthood
 Target publics
  §   Network of breast cancer survivors
  §   Planned Parenthood patients that received breast cancer screenings
  §   Donors
  §   Race for the Cure participants
  §   Komen employees and volunteers
  §   Cancer survivors
  §   Other nonprofit organizations
       N D
      A S
     S VE
    L I
  A T
 O EC
G J
 O B
               GOALS/OBJECTIVES

Goal: To update requirements for grantees to
  improve how they are selected.
 
Objectives:
 § To establish new grant policies by November 2011.
 § To raise awareness about why the changing grant
   policies were necessary by December 2011.
 § To increase acceptance of new grant policies by
   February 2012.
                I N
          M M
         R A
      O G G
P   R
                  STRATEGIES/TACTICS

 Strategy: To use interpersonal communication to
  inform grantees of changes in policies.
  § Tactic: Susan G. Komen president called Planned Parenthood
    President Cecile Richards to inform of changes.

 Strategy: To use print media to inform public of
  changes.
  § Tactic: Distributed press releases to national news outlets.

 Strategy: To use online media to inform public of
  changes.
  § Tactic: Published press releases on Komen website.
                        O N
                  T I
            U A
      A L
E V
                       EVALUATION

 As noted earlier, it seems that Susan G. Komen did
  not create a clear plan for their campaign
 Objectives were done in the wrong order
  § No awareness or acceptance was outlined clearly or
    established
 Press release was only released after action and uproar
  occurred
 Poor planning on the part of the organization 
  leads to crisis
 Komen is still feeling the consequences and still
  trying to recover
                    E S
              Q U
      I T I
C R
                               CRITIQUES

 First, Komen distributed a press release “playing victim,”
  criticizing public reaction, and not acknowledging fault
  § They should have been more reactive rather than defensive
  § Singled out Planned Parenthood
  § Vaguely claimed the situation was independent from politics
    § This entire tactic backfired


 Then, Komen reversed decision to defund Planned Parenthood
  and released statement apologizing and taking full
  responsibility
  § Moves in the right direction, but damage was already done
  § Plus, this upset supporters of first decision
         - U P
        W N
       O IG
     L A
   L P
F O M
   C A
                 FOLLOW-UP CAMPAIGN

 Address issues
  § The follow-up campaign needs to address the public’s lack of trust in
    Susan G. Komen and the organization’s lack of transparency. In doing
    this, the organization needs to focus solely on its mission.

 Why is it needed?
  § The follow-up campaign is needed because most of Komen’s
    stakeholders are upset, and are not participating as much as they
    used to before the crisis.
 
 Describe strategy
  § The organization’s main strategy is going to target as many publics
    as possible, and establish new, transparent relationships with them,
    by including them in any major decisions.
                 FOLLOW-UP CAMPAIGN

 Objectives
  § To raise awareness among stakeholders of how Komen is refocusing
    on its mission by 65 percent by January 2013
  § To generate positive opinion of Susan G. Komen’s mission among
    target publics by March 2013.
  § To increase the previous year’s donations by 25 percent in 2013.

 Tactics
  § Release statement to publics about revamping organization – how
    Komen will included stakeholders in major decisions and be more
    transparent
  § Respond to Twitter, Facebook and other social media sites where
    people are questioning/criticizing the organization
  § Host a gala for donors to rebuild trusting relationships with them
  § Host free breast screening events at Planned Parenthoods across the
    nation.
                  FOLLOW-UP CAMPAIGN

 Execution
  § What to use
    § Events
    § Social Media
    § Press Releases
  § Who To Target
    § Young women and low-income women that receive breast examinations
      via Planned Parenthood
    § Susan G. Komen donors
    § Corporate partners (see organizational analysis section)
    § Administration and staff of Planned Parenthood
    § Twitter followers
    § Facebook friends
  § The research behind it
    § From analyzing this case, we have seen that Komen’s most effective
      communication strategy is through press releases and news wires.
Campaign                                                                                            Costs
                                                                                          
  Statement release                                                                       

                                                    FOLLOW-UP CAMPAIGN
      Public relations agency (10 hours per week for one year)                           $50,000.00
      Distribution                                                                       $5,000.00
                                                                                          
  Social media response                                                                   
      Digital specialist (three-month, full-time contract)                               $15,000.00
      Twitter campaign                                                                   $15,000.00
      Facebook ads                                                                       $20,000.00
                                                                                          
  Planned Parenthood event                                                                
      Event planner (30 hours per week for six months)                                   $25,000.00
      Health care providers (four hours at 150 events)                                   $105,000.00
      Advertisements                                                                     $10,000.00
      Materials [paperwork]                                                              $2,000.00
      Miscellaneous [robes/gloves/sanitizers]                                            $1,000.00
                                                                                          
Gala                                                                                      
      Event planner (30 hours per week for three months)                                 $15,000.00
      Venue (three staff members for five hours)                                         $15,000.00
      Valet                                                                              $3,000.00
      Catering company (40 staff members for five hours)                                 $20,000.00
      Bartenders (three bartenders for five hours)                                       $6,000.00
      Gift bags                                                                          $2,000.00
      Celebrity emcee (one for five hours)                                               (volunteered)
      Disc jockey (one for six hours)                                                    $600.00
      Decorations                                                                        $500.00
      Invitations                                                                        $250.00
      Miscellaneous                                                                      $2,000.00
                                                                                          
               Total Operating Expenses                                                  $312,350.00
                FOLLOW-UP CAMPAIGN

 Timeline
  I.   November 2012: Hire public relations agency
  II.  December 2012: Release statement
  III. December 2012-March 2013: Social media specialist
  IV.  February 2013: Hire event planner and health care providers
       for Planned Parenthood events
  V. March 2013: Air advertisements for Planned Parenthood
       events
  VI. April 2013: Host first Planned Parenthood event
  VII. September 2013: Hire event planner for Gala
  VIII.November 2013: Host last Planned Parenthood event
  IX. December 2013: Gala
  X. End of 2013: Hopefully have more donations than in 2012
                        S ?
                  O N
            T I
      E S
Q U

								
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