Susan G. Komen for the Cure speaks at PRSSA

Sarah Colgrove

Katie Hart’s eyes well up with tears as she looks around the Miller Learning Center room 150, almost completely filled with students wearing pink. She is at the Public Relations Student Society of America meeting at 6:30 p.m. awaiting a speaker from Susan G. Komen for the Cure when she announces that her mother has passed away from breast cancer.
The lecture style room was almost at capacity with PRSSA members and other students to hear Ashley Skiles speak about the public relations strategy for the 2009 Race for the Cure in Atlanta. Hart, the historian for PRSSA and a Grady student, was not the only student in the room who has been touched by breast cancer. One student mentioned her grandmother is in remission. Another student remembered a grandmother who has died. One more told of a high school mentor affected by the disease.
Susan G. Komen for the Cure was founded by Nancy G. Brinker in honor of her sister who passed away of breast cancer. Nearly $1.5 billion has been invested in the foundation since its inception in 1982. The Greater Atlanta Affiliate covers the ten-count metro Atlanta area and has raised $2.3 million in local grants.
Ashley Skiles is the marketing and development manager for Susan G. Komen for the Cure. The foundation is the leader in nonprofit funds for fighting breast cancer. Susan G. Komen for the Cure is also the global leader for the breast cancer movement and a grassroots network of breast cancer survivors and activists.
This is Skiles first position out of college and she has worked with Susan G. Komen for the Cure for the past two years. Skiles chose to work for Susan G. Komen for the Cure after interning with the foundation the summer before her senior year of college, feeling like it was “run well”. Skiles and her team helped win the Phoenix Award for Best Nonprofit Event from Public Relations Society of America this year for their work promoting the 2009 Race for the Cure in Atlanta.
Skiles has five people on her team working specifically on the Race for the Cure along with a 15 member committee of volunteers. As she shares her winning PR strategy, Skiles said she turned the downturn in the economy into a selling point for participating in the race. One of the main projects of the Greater Atlanta Affiliate of the Susan G. Komen for the Cure is to screen women for breast cancer who cannot afford it or do not have insurance, and with the recession, more people are losing their company insurance.
“One in three Georgians were without health insurance at some point in the past two years. If people participate in the race, they can help give mammograms to people who need it,” said Skiles.
The Race for the Cure is held on Mother’s Day weekend annually. This year Skiles and her team had a goal of 15,000 race participants and had an outcome of 14,972 participants. The team used social media for the first time this year and saw an increase in participation as well as funds raised. One aspect of the PR campaign was the use of a facebook application to encourage race participants to fundraise for themselves. The Atlanta affiliate was only the second in the country to use a facebook application to help with fundraising for the race, following the Austin, Texas affiliate. The team used a company named Charity Dynamics to create the application and they ended up raising almost $20,000.
At the beginning of the presentation, everyone was asked to look under their chair and pick up a Post-it note. Most people had yellow, but a few had blue. The people holding blue where asked to stand, representing the one in eight women diagnosed with breast cancer every year. There was a small gasp in the room as the prevalence of the disease was revealed. By the end of the speech, the group of students was informed of the disease and the way public relations can help raise awareness for a cure.
When asked about how she felt about the speech, Hart said, “I think it’s great when a college can pull together and not let this happen, to try and find a cure. It is super special to see people in my major, my college, Grady, taking a stand. I just wish my mom could see it.”