Jim Newman presentation

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Jim Newman presentation

  1. 1. OHSU's Sheep Research Controversy: A View from the Inside Jim Newman, OHSU Strategic Communications October 15, 2011
  2. 2. OHSU's Research <ul><li>What it is: </li></ul><ul><li>Basic science research </li></ul><ul><li>Brain mechanisms of </li></ul><ul><li>sexual partner preference </li></ul><ul><li>Follows human studies </li></ul><ul><li>(Levay) </li></ul><ul><li>Research in 2002 helps </li></ul><ul><li>demonstrate biological </li></ul><ul><li>links </li></ul><ul><li>Research to provide </li></ul><ul><li>understanding </li></ul><ul><li>No applications (human </li></ul><ul><li>or animal) </li></ul>
  3. 3. Timeline <ul><li>Nov 2002 – SFN Presentation/release – significant press </li></ul><ul><li>Published in Endocrinology – Feb. 2004 </li></ul><ul><li>OSU sheep theft – March 2005 </li></ul><ul><li>March to June 2005 – PeTA records requests </li></ul><ul><li>August 2006 to fall 2007 – PeTA campaign </li></ul>
  4. 4. PETA ’s Campaign Against OHSU/OSU <ul><li>Letters </li></ul><ul><li>Web postings </li></ul><ul><li>Blogs </li></ul>
  5. 5. <ul><li>Then there ’s the media…. </li></ul>PETA ’s Campaign Against OHSU
  6. 6. PETA ’s Campaign Against OHSU “ Just when you thought animal experimenters couldn’t get any lower…” “ Roselli plans to ‘cure’ humans of their homosexual tendencies. Please click here to send a message…We ’ll give you 500 street team points for doing so and 250 points for using this form to ask your friends send a message as well. ”
  7. 7. PETA ’s Campaign Against OHSU 14,000 emails in 2 weeks 20,000 in a month
  8. 8. <ul><li>Our Response: </li></ul><ul><li>Blogging, blogging and more blogging </li></ul><ul><li>Discussions with reporters </li></ul><ul><li>Radio interviews </li></ul><ul><li>Letters to the editor </li></ul><ul><li>Op Ed pieces </li></ul><ul><li>News stories generated by us </li></ul>PETA ’s Campaign Against OHSU
  9. 9. The Media
  10. 10. The Blogs
  11. 11. The Blogs
  12. 12. Popular Culture
  13. 13. The Apology
  14. 14. General Media Strategy <ul><li>Proactive approach to: </li></ul><ul><li>Breakthroughs (press releases, pitches) </li></ul><ul><li>USDA Inspection results </li></ul><ul><li>Open door attitude to media </li></ul><ul><li>Keep an eye on activist announcements and events </li></ul><ul><li>Immediate response to all claims </li></ul><ul><li>Do all interviews </li></ul><ul><li>Release documentation to back it up </li></ul><ul><li>Monitor records requests </li></ul>
  15. 15. Headlines
  16. 16. <ul><li>Jim Newman </li></ul><ul><li>OHSU Strategic Communications </li></ul><ul><li>[email_address] </li></ul><ul><li>503 494-8231 </li></ul>
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