In an unusual turn of events, the color of pink was not positively supporting the Susan G. Komen brand last week.

Last week’s nightmare of “they fund us, they fund us not” isn’t about funding at all. It’s about who the Susan G. Komen Foundation is. It’s about the organization’s values, priorities and purpose. It’s the up close and personal part of branding that decidedly determines who you are and what you stand for regardless of public sentiment.  And therein lies the multi-level problem for this pink-until-you-puke group.

Based on last week’s turn of events, the group doesn’t seem convicted about its core brand.  Sure, there are multiple strategic questions such as:

*  Didn’t they consider the 2009 HHS debacle regarding age guidelines for mammograms?

*  Didn’t they anticipate the types and depths of backlash?

*  As a colleague in Chicago astutely suggested, didn’t they even contemplate phasing out funding for Planned Parenthood as opposed to a huge announcement?

Even if those and other vital circumstances were debated ad nauseam, the reality is that a wonderful cause - to save women’s lives – was founded in 1982 following the unimaginable pain of losing a loved one to breast cancer.

And that’s the point – the purpose of the organization is to help women be healthy. If you’ve hung your hat on that mission, then own it. If society, fundraising and/or the political climate impacts that bottom-line point, then either adapt accordingly or stick to your guns. Too many businesses lose sight of their fundamental purpose and end up with much less conviction, which leads to counterproductivity, inconsistent branding and, in this case, headline news.

Just be who you are. Know who you are. Own who you are. I promise, you’ll be much more effective.

That’s three years of missed opportunities to educate countless Americans about a disease that’s not a death sentence, but mostly quite manageable.

That’s three years of not opening/closing your show with a consistent message about living with diabetes.

That’s three years without your cookware and other products including diabetic friendly recipes.

That’s three years of constantly encouraging viewers to use processed sugar, buckets of butter and deep fryers.

And that’s three years of media appearances without mentioning how to adjust your lifestyle while still enjoying treats.

In 1991, Magic Johnson announced he was HIV positive. It took tons of courage for him to make that announcement that easily falls in the “where were you when you heard that?” category. But the basketball great used his situation to educate at a time when AIDS was only discussed in whispers. He didn’t wait months, much less years, before honoring the truth.

From a public relations perspective, the decision not to disclose a condition that’s directly relevant to your occupation is disingenuous. Good public relations is about being authentic. Ethical public relations practitioners insist on disclosure.

Shame on you Paula Deen for not being more forthcoming. And shame on your advisors for not demanding disclosure.

JANUARY 25 UPDATE:  Deen publicist quits.

In fact, I challenge you to not only think, but to do the unexpected. This is an election year. (Pause now for collective groan in anticipation of the tasteless, baseless and graceless political ads to start). Instead of whining about the ads, the candidates and the pundits, feed your mind with knowledge.

Pick up a book in your choice of format, and start reading it. (I’m reading the six-volume series on World War I and am fascinated by what one might consider a dry subject.) If you’re really looking for something to read, become the 10th person (assuming all the U.S. Supreme Court Judges do so) to read the entire PPACA, aka healthcare reform, and position yourself as an expert.

If you’re not into reading, try audio books. I promise they’re better than talk radio and much less stressful. If you plan to improve your financial situation or make your vote really count this year, do some audio research on those topics to make more informed decisions. And don’t even use cost as an excuse; that’s why there are public libraries, one of the most underrated use of our tax dollars.

If you must watch that big flat screen noise box taking up insane amounts of space in your home (admittedly, I have one and am addicted to pretty much anything food or football related), try watching something non-mainstream. I’m not talking about some premium channel drama that borders on obscene or some cable trash, but interesting programming on The Learning Channel or Discovery. If those kinds of network names don’t grab you, consider The Hallmark Channel for warm and fuzzies, or TVLand for mindless entertainment, but stay away from Lifetime as much of its programming reflects our overly dysfunctional society, and you can watch the local news for that.

The point is to counteract the “garbage in, garbage out” mindset of which too many Americans are guilty.  So what if your pop culture IQ is at the bottom. What difference is it going to make if you don’t watch every political debate and subsequent mud slinging? How bad is it to miss the finale of yet another crime drama?

Feeding our minds by reading and watching interesting programming are only two of countless unexpected behaviors that would be historical in and of itself. I challenge everyone, including myself, to reduce our mental garbage in 2012. Let’s give decision makers and news makers something to worry about.

‘Twas the night before Christmas, he lived all alone,
In a one bedroom house made of plaster and stone.

I had come down the chimney, with presents to give,
and to see just who in this home did live.

I looked all about, a strange sight I did see,
No tinsel, no presents, not even a tree.

No stocking by the mantle, just boots filled with sand
On the wall hung pictures of far distant lands.

With medals and badges, awards of all kinds,
A sober thought came through my mind.

For this house was different, it was dark and dreary
I found the home of a soldier, once I could see clearly.

The soldier lay sleeping, silent, alone,
Curled up on the floor in this one bedroom home.

The face was so gentle, the room in such disorder
Not how I pictured a United States soldier.

Was this the hero of whom I’d just read,
Curled up on a poncho, the floor for a bed?

I realized the families that I saw this night,
Owed their lives to these soldiers who were willing to fight.

Soon round the world the children would play,
And grownups would celebrate a bright Christmas Day.

They all enjoyed freedom each month of the year,
Because of the soldiers like the one lying here.

I couldn’t help wonder, how many lay alone,
On a cold Christmas Eve in a land far from home.

The very thought brought a tear to my eye,
I dropped to my knees and started to cry.

The soldier awakened, and I heard a rough voice,
‘Santa, don’t cry, this life is my choice.

I fight for freedom, I don’t ask for more,
My life is my God, my country, my corps.’

The soldier rolled over and drifted to sleep,
And I couldn’t control it, I continued to weep.

I kept watch for hours, so silent and still,
And we both shivered from the cold night’s chill.

I didn’t want to leave on that cold, dark night,
This guardian of honor so willing to fight.

Then the soldier rolled over, with a voice soft and pure,
Whispered, ‘Carry on, Santa, It’s Christmas Day, all is secure.’

One look at my watch, and I knew he was right,
‘Merry Christmas, my friend, and to all a good night!’

This poem was written by a Marine. If you enjoyed it, please pass along to your family and friends as credit is due to members of the military for our being able to celebrate this Holiday Season.

While much of the program’s discussion pertained to ethical issues regarding social media, the consistent bottom line in dealing with colleagues and clients had more to do with respect, honesty and professionalism. To put it simply, just apply the Golden Rule which transcends all languages, faiths and religions to treating others as you want to be treated.

In the case of Penn State, I can’t decide which is the most offensive:  the school’s cover up, the fan reaction to the firing of Joe Paterno or the actual abuse of a child? You have to wonder if Paterno’s child or grandchild were an alleged victim of assault, would he have behaved differently?  If Herman Cain’s wife were the victim of sexual harassment, would his response be different? And if members of the media were ever grilled ad nausea about their personal lives or professional mistakes, would reporters be less subjective?  Since ratings, donations, stock prices and other monetary measurements are ultimately behind today’s business world, it’s no wonder that the Golden Rule has a slim chance of application.

Norman Rockwell’s “The Golden Rule” beautifully illustrates the point in this painting.

Theoretically, if people just treated others like they want to be treated, then appropriate behaviors would follow. Just a theory, of course, but wouldn’t it be great if it were the reality? Just a thought.

Take the young woman recently seen on national news who collected more than 300,000 signatures as a measurable way to tell banks to get rid of their newly added debit card fees. (Come on, you want to punish the very customers who entrust you with their money and keep you in business besides the federal government?  Clearly nobody asked me about it, but I digress.)

Anyway, her campaign demonstrates the essence of public relations. The dual outcomes of enlisting consumers to take an action step that resulted in the powers-that-be to rethink their strategy is a brilliant example of good public relations. Much of public relations is common sense, combined with understanding human behavior.  Hats off to this lady!

Then there’s Netflix, apparently its own worst enemy as nearly a million subscribers quit the service after a series of confusing changes and higher fees were sprung on customers. This is an example of bad public relations. Do not try this at home or without professional public relations counsel.

As much as I now loathe the color pink, much credit is due to the leadership and PR team for the Susan G. Komen Foundation. Nowhere in the history of professional sports would manly, sweaty, hairy men don pink on the field, but they have in recent years to promote breast cancer awareness.  Gatrillionsof dollars have been raised, breast cancer awareness is prevalent, and consumers can’t see pink without thinking ta-tas. A major public relations coups that continues to lead to purchases, donations and emotions.

To recap:  When someone asks you about public relations, here’s what you say: “Public relations has a point and purpose, which are to sway people to do what you want.”  It’s that fundamental.

Any other questions?

It’s not only a good thing, it’s a savvy thing.  The reality is that heart disease remains this country’s number one killer, but it doesn’t get the play, the media attention and the product endorsement that the Susan G. Komen for the Cure gets. Nor do you see pro ball players donning red during American Heart Month in February or purple during National Alzheimer’s Disease Awareness Month in November.  By the way, did you know that Alzheimer’s and other dementias affect more than 20 million Americans each year including 5.4 million patients and 14.9 million unpaid caregivers (yes, I represent the local chapter here.)

There’s no question that Komen’s CEO Nancy Brinker has done a phenomenal job of bringing breast cancer to the forefront of America.  Without question, these efforts have saved lives through consistent messaging, implicit calls to action and near flawless replication of awareness efforts across the country.

But (and here’s where you start hating me), I’m tired of seeing pink all the time. It’s like the Bubba Gump of shrimp - pink drinks, pink jello, pink cookies, pink candy, pink soup, pink cereal, pink milk, and on and on.  The last straw for me was seeing a set of expensive luggage in a high end department store display that was Pepto-Bismol pink.  Seriously?  Can’t you just tie a pink ribbon around the handle like everybody else?

From a public relations perspective, I have three questions:

1)     Has the issue of color clouded the original intent of the message?

2)     Will consumers become overloaded, indifferent or just turned off by too much exposure to pink?

3)     Has the color of pink become so monetized that it has lost its traditional positive associations with blushing brides, newborn girls or Easter eggs?

Again, from a professional viewpoint, I have to wonder what the next level is for Ms. Brinker and her team and how they are going to get there. I’m sure their public relations counsel is on top of all this, but I have to ask anyway.

Vagueness of purpose makes an organization’s mission impossible. A lack of consistent messaging exacerbates the situation. And while we’re discussing some basic tools of a public relations campaign, the absence of a media policy or at least talking points further confuses the audiences.

While Occupy Wall Street is spreading to the point of an official groundswell, any measurable action achieved (other than media attention) will be negligible. Effective public relations professionals know that our clients judge us by results. Successful results start with clarity. Success continues with consistency.

You get my point.