How Would You Like Me to Apologize?


The Susan G. Komen Race for the Cure continues to look for ways to steady its reputation.  They recently began polling individuals on the best course of action the organization could take to make an apology.  One thing we know about authenticity is that is must match what one believes.  If one’s actions are inconsistent from their stated purpose then they lack trust, loyalty, and authenticity.  If we are saying, ‘I am sorry,’ because somebody else believes we should then the outcome will most likely worsen the problem instead of mend the damage.  In many ways the original decision to defund Planned Parenthood exposed confusion at the Susan G. Komen Race for the Cure.  There was an immediate opportunity to reconfirm the cause’s purpose with everyone who was closely connected and then work outwards with core advocates to apologize.  Instead, the foundation seems to be trying a couple different plays from random pages in the crisis management playbook.

What would you recommend as the next step?