Almost immediately, we received interview requests and began filling our spokespersons’ schedules for the day.

But we didn’t stop there. Throughout the day, we continually monitored coverage and social media posts, sending follow-up pitches to reporters working feverishly on an unfolding national headline.

Our rapid response resulted in immediate coverage and quickly began to influence the conversation.

But that’s not all.

Media coverage spilled over into June and also led to subsequent opportunities to inform the public during Breast Cancer Awareness Month in October, with many of our national contacts requesting follow up stories.

Our efforts resulted in 47 original national placements with pick-up in more than 150 local news outlets reaching an audience of more than 77 million. Visits to NSGC’s “Find a Genetic Counselor” tool on jumped 25 percent from April 2013 to May 2013.