On May 14, 2013, at 6:45 a.m., upon discovering Jolie’s op-ed posted to The New York Times website, our team raced to the office.  

We retrieved our already-approved expert alert for NSGC’s cancer experts, and leveraged our breast cancer-related consumer messages, along with Jolie’s announcement, for a day-of-news media pitch. We also developed a list of targeted national consumer health care reporters and distributed the pitch within hours of the op-ed publishing.