One reason why Planned Parenthood publicly announced its plans to retrain staff was to reaffirm employee and public trust in the nonprofit's mission and brand.
Stuart Schear, VP of communications for the National Federation of Planned Parenthood, said the organization wanted to be straight-forward with the employees and patients who trust Planned Parenthood.
"We know how powerful our brand is," Schear told PRWeek, noting that one out of 5 women in the US have visited a Planned Parenthood at some point in their lives.
Earlier this week, an anti-abortion group called Live Action released a videotape - the first of several - that appears to show an employee offering counsel about how underage girls seeking an abortion can avoid mandatory reporting laws. Planned Parenthood said it fired the employee and told media outlets that it planned to retrain thousands of staff members throughout the US.
The Atlantic writes:
Planned Parenthood seems to have taken swifter and more serious action. It says it reported its interactions with the fake pimp and prostitute to the FBI. It fired the New Jersey worker two days after Live Action posted that video on YouTube. It's also ordered a re-training of its staff. Those are substantive steps, and they seem to have insulated the group as a whole from the New Jersey incident in particular--meaning Planned Parenthood probably won't die for the sins of its individual employees.