Jana Seijts, Paul Bigus
Ivey Publishing (W11363-PDF-ENG)
October 17, 2011
On Wednesday, July 6, 2011, the director of communications for the Canadian Cancer Society (CCS) in Toronto, Ontario, faced a difficult situation. The Canadian Broadcasting Corporation (CBC) had just published an article online that focused on the 2011 CCS budget, more specifically on how the CCS allocates millions of dollars each year. In addition, the CBC article provided details on how the percentage of donations CCS spent each year on cancer research had fallen from 40 percent in 2000 to less than 22 percent in 2011. Public speculation about the financial management of companies Public donations by CCS began to grow. It was clear that the CCS communications team had to respond. A communication strategy would need to be developed for the CCS to follow in the future, along with a press release to be posted on the CCS website the following day.
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