Komen Group Restores Planned Parenthood Funding

Memphis, Tn - After three days of controversy, the "Susan G. Komen" charity reversed its decision on Friday to cut breast-screening grants to Planned Parenthood.

The startling decision follows a national backlash that had threatened to jeopardize Komen's iconic image.

With 60 years in the business, consulting pro John Malmo has learned a thing or two about recouping from a public relations disaster.

"It's much better if you do it quickly, once you've made a mistake," said Malmo.

Mistakes like improperly gauging the reaction to your client's statements.

Malmo says the Komen Group underestimated the swarm of negative attention.

"I think they anticipated the reaction but I don't think they anticipated the level of the reaction which in all probability is the hardest thing for modern PR people to get a grasp of, and that is what enormous change there's been in the media"

The public outcry hit an online storm. Many criticized the Komen Group for reacting quickly to save their iconic image. Twitter messages attacked them. One said the foundation "threw poor women under the bust." Another said, "the next Komen race for the cure will consist of rapid back and forth sprints with quick turnarounds."

"Takes a lot of guts to turn around and say we made a mistake and change what you did."

The Komen Group denies attacks that their decision was politically driven. But, as the backlash swirled in cyberspace, Planned Parenthood found themselves in a different situation. They landed their name in the national spotlight, which led to big donations.

"Getting 3 million dollars overnight, that's a good deal but still in the grand scheme of Planned Parenthood, that's a relatively small amount of money, what they got was an enormous amount of attention," said Malmo.

He notes that attention could drive sympathy votes, swaying those previously on the fence, into full-fledged Planned Parenthood supporters. Now, it's up to their PR team to keep that momentum going.