When Animals Help Tell a PR Story


Beasts and babies.

They’re two of the most trusted ways to get people to pay attention to a PR message.

The latest example (of the former) is an SPCA Auckland campaign that’s designed to change the public’s perception of the intelligence of rescue dogs, according to The New Zealand Herald. The hook? A video that shows how three SPCA dogs are learning to drive.

The video might pull at the heartstrings and garner a few laughs, but the message is an important one for the SPCA. “One of our hopes with this campaign is not only do we see an increase in adoption in the next month but on a long-term basis too,” animal trainer Mark Vette told the Herald.

For companies, brands and nonprofits that use animals for their PR campaigns, here are a few tips on how to communicate the message(s).

  1. Whatever the medium (print, broadcast, Web or online video), be sure to explain in no uncertain terms how the PR effort benefits animals (or humans).

  2. In crafting the campaign be careful that the message is not anthropomorphic and doesn’t portray the animals as human. Consumer brands have a tendency to do this for their advertising campaigns, whereas doing so for a PR campaign might chip away at the credibility of the message.

  3. Whether verbally or in text, explain how the animals were treated (and rewarded) during the production of the campaign and how people can assist the PR effort. Depending on the type of PR campaign, this could mean donating, adopting or volunteering.    


Follow PR News: @PRNews






Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.