October is Breast Cancer Awareness Month, and PRSA has announced a collaboration with the American Cancer Society, contributing 10% of all new membership fees collected through prsa.org/pinktober to help fuel lifesaving research, patient services and advocacy programs. We asked a couple of Minnesota PRSA members about their experience with breast cancer. First up is Amanda Theisen, communications manager at Sunrise Banks and a member of Minnesota PRSA since 2020.
Amanda, what would you like to share about your breast cancer story?
I was 39 when I was diagnosed with Stage IV metastatic breast cancer (de novo) in September 2021. I originally found a lump in my left breast during a routine self-exam. A follow-up mammogram, ultrasound and biopsy would later confirm it was breast cancer. Additional testing found the cancer had already spread to my bones, making it Stage IV, which is considered incurable.
I underwent 14 rounds of chemotherapy in fall 2021, then transitioned to a medication regimen, including pills and IV drugs. All these drugs have helped keep my condition stable and keep the cancer from growing or spreading, for now.
Since I have Stage IV cancer, I will always be in some form of treatment. And I undergo a lot of tests. I have my blood drawn every two weeks to see if the medications are still working. I also have a scan known as a PET/CT every 3-6 months. This scan can detect if there is any active cancer in my body. My scans have been considered “clean” for the past 3 ½ years.
Since my diagnosis, I have put a lot of time into raising awareness about metastatic breast cancer, raising money for cancer research and patient support and sharing my journey as a Thriver. Some of the organizations I support include American Cancer Society, METAvivor, Firefly Sisterhood and vraniCURE and the University of Minnesota/M Health Fairview Cancer Center. I have also shared my story with local media outlets, nonprofits, healthcare groups and on my social media channels.
How do you feel about brands donating to breast cancer-related nonprofits during the month of October?
This is definitely something brands and companies need to think about carefully, especially during Breast Cancer Awareness Month. I speak out passionately against “pinkwashing,” or companies using breast cancer awareness and the pink ribbon as a marketing tool to sell products without making meaningful contributions to reputable breast cancer organizations.
I believe brands and companies that want to publicly share that they’re donating to breast cancer-related nonprofits need to be extremely transparent. They need to disclose which organization they’re donating to, how much they’re donating, how the money is being collected and if the company is making a profit from the sales of any breast cancer-related items.
As a thriver, it frustrates me when companies try to make a profit under the guise of “breast cancer awareness.” If customers know what to look for, then we can call out those businesses and encourage them to change their ways. Money for research and patient support is critical, and companies that want to make meaningful contributions to breast-cancer organizations should be highlighted, not overshadowed by pinkwashing.
Tell us about your transition from broadcast journalism to communications. Any highlights from your career so far that you’d like to share?
I worked in TV news for 15 years, including 13 years as a news producer at KSTP-TV. I decided to transition to PR/communications so I could have more flexibility in my career while also raising a family. And honestly, it was a huge benefit to have that flexibility while undergoing treatment for breast cancer.
What I enjoy most about being in PR/communications is the ability to still use the skills I developed during my TV career, such as writing, storytelling and putting together really good story pitches. I’ve learned a lot from my time inside a newsroom, so I know what will peak a reporter’s interest.
I’m really proud of the work I’ve done over the past few years in PR and communications. I’ve won three Minnesota PRSA Classics awards for campaigns I’ve worked on at my first PR job at Blue Cross and Blue Shield of Minnesota, and in my current role at Sunrise Banks.
You’ve been a PRSA member for five years, and I hear you’re stepping up to chair the Midwest District Conference next year! What would you say to someone who is considering joining PRSA this month?
The PR and communications industry is constantly changing, and there’s always something new to learn. Joining PRSA is one of the most effective ways to learn new skills, meet other professionals across the industry and put those skills into practice.
And for those of you who are considering joining PRSA, October is a great time to join. PRSA is donating 10% of new membership fees to the American Cancer Society in recognition of Breast Cancer Awareness Month. I am so encouraged to see PRSA showing support for one of the country’s most reputable cancer organizations.