Question

How does coombs’s situational crisis communication theory (SCCT) apply to the case of planned parenthood and the Susan G. Komen foundation?

8:51 AM WORICHAEL CASE 10.2Susan G. Komen Foundation In 2012, the Susan G. Komen Foundation, one of the nation's leading breast cancer research organizations, announced that it was discontinuing funding to Planned Parenthood, one of the nation's largest providers and advocates in the field of reproductive health care. Komen had provided funds to Planned Parenthood to support breast cancer screenings. The announcement that it would no longer fund Planned Parenthood created a national controversy that eventually led Komen to reverse its decision. The reaction, much of it expressed on social media, reflected the nation's divided views regarding abortion, but it also provided a case study of nonprofit

Answer 1

Summary of the Case:

Susan G. Komen is a Non-Profit organization which has millions of supporters all around the globe. Their mission was to saves lives by providing quality care to patients suffering from breast cancer.

When Susan G. Komen foundation made an announcement stating that it dismissed grants for Planned Parenthood. This action created a great negative impact on its reputation from the public. Furthermore, public reviews, comments and videos posted against this action on social media had completely devastated the company’s image and reputation. Looking at the crisis situation the Susan G. Komen offered an apology and provided more grants than ever it did before, but the strategy was implemented too late that all the videos, comments and reviews have already demolished the company’s reputation.

About Situational crisis communication theory:

W. Timothy Coombs proposed situational crisis communication theory during the year 2007. The theory illustrated how a crisis happening in a company would impact its reputation. The study model was tested and the result illustrates there is a significant impact of the crisis on the reputation of the company.

The model of Situational crisis communication theory is depicted below:

CRISIS CRISIS RESPONSIBILITY CRISIS HISTORY CRISIS RESPONSE STRATEGIES LAST CHECKED PRIOR RELATIONSHIP REPUTATION ORGANIZATIONAL REPUTATION EFFECT FIRE PREVENT BEHAVIOURAL INTENTIONS J

How does Coombs situational crisis communication theory (SCCT) apply to the case of Planned Parenthood and the Susan G. Komen foundation?

• Crisis: Stoppage of fund for Planned Parenthood
• Crisis History: First time
• Crisis Responsibility:
  • Victim Cluster: Have to apologize to the public and continue to fund Planned Parenthood
  • Preventable Cluster: Should be more active in responding to social media to stop bigger hit.
• Crisis response strategy:
  • Made apologies,
  • Terminated the board of directors, and
  • Reconsidered funding for Planned Parenthood.
• Prior Reputation: Highly reputable being a non-profit service-oriented institution.
• Organization reputation: is highly damaged due to the existence of videos, comments and reviews posted by the public in social media.