Campaign: Keeping Elephants in Our Future
Winner: PCI & AZA
Elephants are among the most popular zoo attractions, but recently their existence in live public displays were coming under fire by animal rights groups. To counter their
campaign to remove elephants from zoos, the Association of Zoos and Aquariums (AZA) created a crisis management program that would mobilize its members to ensure that elephants
are not only in the future of zoos, but in the wild as well.
Combatting the Naysayers
According to Jill Allread of Public Communications, a big obstacle was the "well-funded campaign" launched by critics of the zoo elephant programs. "The detractors were aimed
at getting elephants out of zoos permanently," she says. "Many of the claims made by them were false or used unsubstantiated information in an attempt to discredit zoos and the
care they provide elephants."
Fighting Data With Data
Using research from a March 2005 Harris Interactive poll of zoo directors and a June 2005 AZA National Awareness Focus Group Report, the team concluded that people want to see
elephants and learn about them. Tactics to help drive this point included proactive media relations and grassroots communication support from zoo members to combat proposed
legislation that would restrict the public display of elephant in Chicago, California and El Paso, Texas.
Thanks to the team's aggressive efforts, these legislative initiatives all failed despite an intense campaign by activist groups. The program, which began in 2005, still
continues; more than 60 AZA-accredited zoos around the country have expanded (or are planning to expand) their elephant facilities.
Lessons Learned
For Allread, it was the "importance of research and being prepared for the unexpected...A series of elephant deaths within the aging zoo elephant population was used to foster
claims that elephants don't belong in zoos because they die prematurely. Through this crisis program, zoos organized to meet the challenge by using a unified voice and messages
based in science and research."
Honorable Mentions
Underwriters Laboratories: E85 dispenser certification--With Underwriters Laboratories' discontinuation of fuel pumps for alternative fuels, the PR team had to prove to an
angry public that it wasn't a setback to alternative fuel research. By taking charge and concentrating on UL's concern for safety, the execs framed a negative story in a more
positive light
American Veterinary Medical Association: 2007 Pet Food Recall--During the major pet food recall of 2007, the AVMA had a massive crisis on its hands. Through journal articles,
press releases and a Web site, the PR team managed to contact all the major stakeholders in the recall, both professionals and the public, and minimize the damage accordingly.
Sides & Associates, AGL Resources: AGL Emergency Guide--In the aftermath of the 2006 hurricane season, this duo worked alongside the people of New Orleans to develop a
guide for those displaced by the storms. To assist with distribution, the execs recruited local government and media reps to reach as many victims as possible.