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On February 1, 2011 the nonprofit pro-life organization, Live Action, released an undercover video footage that appeared to show Planned Parenthood clinic staff disregarding the reporting laws and aiding sex traffickers. The videos posted on the Live Action blog and YouTube channel quickly garnered over a million views and placed Planned Parenthood at the forefront of national news. The Federal government intervened and threatened funding to the Title X organization. Planned Parenthood began an all out campaign to repair its image and maintain its funding using social media and controlled online media. While Planned Parenthood aimed to shift attention to the societal need for the organization, Live Action relentlessly attacked it and strived to keep the videos at the forefront of the issue. Both organizations incorporated new media into its strategic communication efforts. Results illustrate public relations theories in practice on new media as organizations aim to manage conflicts while considering new communicative platforms
