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On July 6, 2011, the communication director for the Canadian Cancer Society (CCS) in Toronto, Ontario, was faced with a challenging situation. The Canadian Broadcasting Corporation (CBC) had just released an online article that focused on the 2011 CCS budget and how the CCS allocated millions of dollars each year. The article provided details on how the proportion of donation money that the CCS spent on cancer research each year had decreased from 40 per cent in 2000 to under 22 per cent in 2011. With the CBC report circulating in both television and online media, public speculation into the CCS's financial management of public donations was starting to grow. It was clear that the CCS communication team would need to respond. A communication strategy would need to be developed for the CCS to follow, along with a press release to be posted the next day on the CCS website.