Looks like Planned Parenthood won the PR battle.

After three days of worsening public backlash, Susan G. Komen for the Cure reversed its decision to stop giving money to Planned Parenthood and apologized.

In several tweets this morning, Komen directed followers to read its current statement. However, the Komen site is currently down due to a spike in Web traffic, the organization tweeted.

In two tweets this morning, Komen said:

"We will amend the criteria to make clear that disqualifying investigations must be criminal and conclusive in nature and not political ... We want to apologize for recent decisions that cast doubt upon our commitment to our mission of saving women’s lives."

Will the apology and reversal put an end to the brand damage for Komen or will it continue?