How Susan G. Komen is perpetuating the negative buzz

The nonprofit must recalibrate its PR, break its silence, and talk about what it knows best—fighting breast cancer—to help repair the damage to its reputation.

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Last month it announced then reversed (more or less) its decision to defund Planned Parenthood. Komen perpetuates an already severe mistake by allowing negative comments to pile up and reinforce the blunders it committed (and bad feelings towards the organization).

I visited its website to see whether it had posted anything about its current position. The latest news announcement was the Feb. 7 resignation of Komen Vice President Karen Handel. I believe this ostrich has stuck its head in the sand.

PR Daily reported that Komen had hired consulting firm Penn Schoen Berland, founded by former Democratic strategists Mark Penn and Doug Schoen. Penn is also CEO of Burson-Marstellar.

So what is the strategy? Conducting a survey to gauge public sentiment, which misses the mark, some experts say.

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