The Susan G. Komen Foundation has hired a big-hitter PR firm. And not just any PR firm, either.

Now, Komen is assessing the damage, and it’s using a consulting firm founded by two former Democratic strategists. Penn Schoen Berland (PSB), the firm Komen hired to help determine how badly the crisis hurt its reputation, is founded by former Democratic strategists Mark Penn and Doug Schoen.

The goal here seems obvious. Komen’s recent bout of ballistic podiatry cost it massive amounts of support among people who believe that women’s health shouldn’t be held captive to a partisan agenda. The foundation has accurately understood that this means it needs people from the center and points left in order to thrive. Or, at this point, survive. So they go out and hire … Mark Penn.

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