This PR Crisis Expert Was Told She Had 2 Years to Live. Here's What She Did | Danica Bunch

In December 2022, Danica Bunch, a crisis PR expert with 20 years in government, got a phone call telling her she had metastatic breast cancer and as little as two years to live. A second call days later corrected the mistake: it was treatable.

In this episode, Danica sits down with Belinda to talk about running her own diagnosis like a client crisis, the power of reframing the words we use, and why she believes the most liberating thing you can do is stop waiting for the right time.

In this episode, you'll learn:

• How Danica used the same crisis frameworks she builds for clients to manage her own metastatic breast cancer diagnosis

• The phone call that told her she had two years to live, and the second call that corrected it days later

• Why the words we use matter, and how her psychologist helped her reframe “incurable” into “treatable” and living with cancer, not dying from it

• How she wrote She Has Breast Cancer in three months, and why she wanted to put hope in the hands of women facing the same Christmas she did

• How she rang ministers and CEOs, spoke in parliament, and pushed for early access to immunotherapy for women with breast cancer

• Why she turns down crisis clients when there is intent to harm, and what a crisis manager needs before she says yes

• What “full tilt” means to her: not waiting for the right time, because tomorrow isn't promised