The Susan G. Komen/Planned Parenthood fiasco is a great example of the consequences that an organization may face if it’s not strategic in its use of communication.

When attempting to address the backlash on their decision to defund Planned Parenthood, Susan G. Komen did not consider the 5 important questions that should be contemplated when crafting a strategic communication plan:

• Who are we talking to? Who is our target?
• What is the objective?
• What is the core message?
• Who is the best messenger?
• What is the best form of communication?

As a result, they were not prepared when Planned Parenthood fought back on their decision. The target audience they identified was incorrect, their core message was not unified and using traditional media as a form of communication was no opponent to Planned Parenthood’s use of social media. This communications debacle not only resulted in loss of funds and support from the people who attended the Susan G. Komen Race for the Cure, but it also tarnished the organization’s name. Planned Parenthood on the other hand, gained numerous supporters, got to keep the Susan G. Komen funding and in a matter of a few days, raised nearly $3 million from other sources.

This highlights the importance of being strategic about communication, especially in relation to delicate topics that garner the attention of the public.