PR Lesson of the Week: Hashtags and Shares Became the Voice for Women’s Health

Monday started out as a normal weekday for many, but on Tuesday, January 31, a sudden buzz started to take place after the announcement that Susan G. Komen for the Cure decided to cut funding for Planned Parenthood. And boy, did it hit a nerve, setting off a flurry of comments on their Facebook page, website and Twitter account. A response they didn’t expect.

It’s been a while since I have seen such a rallying cry to “right what is wrong.” Through the use of social media, overwhelming pressure was put on the “Cure Foundation” culminating with them reversing their decision to withhold funding for Planned Parenthood. It’s hard to ignore the power of social media,and when used properly, it can create results.

The New York Times reports: “The Komen issue on Twitter generated a steady drumbeat of chatter, with mentions of the issue averaging 3,000 an hour, with a huge spike of more than 15,000 messages posted after news of the reversal broke. More than half the conversation was driven by women, with the loudest share coming from California and New York, which accounted for 25 percent of all chatter, followed by Texas at 9 percent. Twitter users in Washington, D.C., and Florida each contributed 5 percent of the conversation.”

By the end of the week, Planned Parenthood had raised $3 million from supporters they didn’t know they had. This more than covered the funding for breast cancer screening programs that the “Cure Foundation” had planned to cut. It was interesting to watch it unfold and it brought to my attention how quickly people can mobilize when moved by the right cause. This one tipped the scales for Planned Parenthood, but there’s a lesson to be learned for both parties. 

One - Crisis 101: Always anticipate negative reactions and plan accordingly for your response.

Two - There’s Power in Numbers: Never underestimate the power of many voices, no matter how small, with social media. It can be a wave that can turn into a tsunami. 

Three – Say You’re Sorry. Acknowledge where the mistake happened and have an open communication with your audience. At this point, you can start to rebuild your reputation.

Crisis happens with any organizations. What sets others apart is how it is managed. Have you experienced some crisis at your organization? How did you handle it?

~Muriel