Even an "I Love Boobies" Bracelet won't Fix this One...

Ahhh well this one's a case for the textbooks! Don't let that discourage you from reading on though, I promise I'm not a textbook.

If there's one thing I've learned in the last four years, it's that even a powerful brand can be damaged by a PR nightmare and in the last few weeks, the Susan G. Komen Foundation has been trying super hard to wake up.

Komen, one of the most important breast cancer foundations out there, gives money to lots of organizations that help women to stay healthy. Fun fact, Planned Parenthood, who often takes heat because of abortions, also refers women to clinics where they can get mammograms so they've been receiving funding as well. Komen recently decided to cut their funding for Planned Parenthood and then gave conflicting and ridiculous excuses as to why. Facebook and Twitter blew up as is typical, and Planned Parenthood itself made some pretty angry retorts. Komen really handled this situation horribly which just made the whole thing worse. Changing stories, then going back on their decision, failing to consider their audience, and then yesterday, to top it all off, the woman who started the whole debacle resigned. I heard on the news this morning that she left bashing Planned Parenthood till the very end. Very professional.

What I want to talk about here is the importance of a crisis plan in the age of social media. These types of counter measures have always been important (think New Coke), but today the backlash can happen instantaneously and spread like wildfire on a global scale. Woosh. Everyone encounters problems, but it seems like companies rarely expect them, which is why, like in this situation, they act like chickens with their heads cut off and run around making things worse. CEOs need to sit down with a team and outline a plan that says, "Here are the steps we will take if x occurs." The Foundation is now concerned about whether they will lose some of their key sponsors, which could be detrimental to their cause. Having a plan of attack in these situations can help slow the backlash and make key stakeholders take time to consider the situation before disassociating themselves.

The last thing I want to address is resignation. In some cases, I think it's right for a person to resign when their values clearly don't match that of the company. In other cases I think the company should stand by the person at fault, like when an employee mistakenly tweet a curse word and everyone goes crazy. What I don't like, and definitely feel is not ok is when an executive does something wrong and is let go, but then is also given a severance package that could feed a third world country. That clearly sends a mixed message and makes your customers sigh and shake their heads.

Obviously there are a lot of different problems that can arise, from health concerns to poorly thought out statements, but there are a few quick fixes that are universally applicable.

• Address the issue. Don't just sit back and try to wait it out. Announce a statement on Twitter and then make use of the traditional media channels to tell your side of the story. The media picks up viral stories like this one very quickly and official statements issued by the company in question get picked up and spread just as quick. Waiting around on the other hand, gives people the perception that you don't care and they will certainly say so. 
• Take responsibility. If the situation is your fault, own up to it. Don't blame suppliers or partners or anyone else. Trying to distance yourself from the issue only makes it worse when the facts come out and not in your favor. Denial also delays action which is what the people want. Komen tried first to give excuses for the cut and then tried to tie in the government and it ended up costing this VP her job. 
• Be real. When you do address the situation try to avoid giving a statement that sounds like you took it right out of a book on PR cliches. Speak and type in a voice that matches your brand, it makes you much more believable. Don't be afraid to express your true feelings either, just keep them professional. If the situation offends you, act offended, if you're sorry, sound apologetic and tell the people how you plan to earn back their trust.