Master of Mass Communication (MMC)
Planned Parenthood entered crisis mode in the summer of 2015 with the release of videos alleging sales of fetal tissue by the Center for Medical Progress. Its crisis communication strategy was implemented to manage its reputation and influence public opinion regarding the organization and potential defunding by Congress. Through the use of women’s health and abortion framing, Planned Parenthood was able to prime its public’s attitudes towards the organization and potential negative outcomes of removing federal funding from the organization. As discovered through a content analysis, Planned Parenthood specifically addressed the crisis in its press releases, allowing the organization to target political elites, traditional media, and opposition with defensive tone, while managing its reputation through a positive tone in its women’s health frame on the social media platforms of Twitter and Facebook.
Document Availability at the Time of Submission
Release the entire work immediately for access worldwide.
Goodman, Lauren Hudel, "Planned Parenthood In Crisis: Social Media Strategies And Frames" (2016). LSU Master's Theses. 2836.