Crisis Management in the Age of Social Media

Chapter 2

Susan G. Komen’s “Race for the Headlines”

Background

For 30 years, Susan G. Komen for the Cure symbolized, in action and behavior, the world’s most powerful lobbying effort on behalf of breast cancer treatment, education, and research. Komen defiantly envisioned “a world without breast cancer” and set about to make that happen.

Since 1982, the Komen foundation has raised almost $2 billion dollars. Along the way, it created a network of 100,000 volunteers, sponsored the annual “Race for the Cure” events, and forged partnerships with corporate sponsors like Yoplait and Ford Motor Company. Komen also worked with groups like Planned Parenthood to provide better access to breast cancer screenings for low-income women. According to the non-profit’s ...