how the media changes the face of animal cruelty


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Presentation for the Annual Law Confrence in Portland OR on October 17 2009

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  • Hi Russ,
    Good to see you again this year in Portland. Glad you are on slideshare and your really practical and helpful talk is uploaded. Here is the url for my talk on Katrina. Regards, Sharon Methvin

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how the media changes the face of animal cruelty

  1. 1. Russ MeadGeneral Counsel Farm Sanctuary<br />How the media changes the face of animal cruelty<br />
  2. 2. We are one<br />“The greatness of a nation can be judged by the way its animals are treated” <br />Mohandas Gandhi<br />
  3. 3. Why you need the Media<br />No media = no prosecution<br />Media raises money for animal care<br />Media brings in volunteers to help<br />Media educates the public on the larger issues<br />
  4. 4. No Media = No prosecution<br />Animal crimes are low priority<br />Crimes that the public cares about get attention<br />
  5. 5. It takes money to save animals and push for prosecution<br />You need money for:<br />Animal care<br />Medical treatment<br />Develop evidence<br />
  6. 6. Volunteers<br />The media brings in volunteers<br />
  7. 7. With community support officials are more willing to step in<br />
  8. 8. Education<br />Educate that this is unacceptable<br />Educate to report cruelty when the public sees it<br />Educate on the mental illness aspects of animal cruelty<br />Educate on “the link”<br />
  9. 9. The TV trucks are rolling<br />
  10. 10. Making the “pitch”<br />Start with the local press<br />Call them<br />E-Mail photos<br />Have a written description of the cruelty<br />
  11. 11. Story Basics<br />Stories have beginnings, middles, and ends<br />So do animal cruelty media stories<br />Think past, present and future<br />
  12. 12. The story<br />Victim<br />Perpetrator<br />Good Samaritan<br />
  13. 13. Victim<br />
  14. 14. Victim<br />
  15. 15. Victim<br />
  16. 16. Shows cruel confinementin a way that is not too graphic<br />
  17. 17. Voiceless victim <br />
  18. 18. This could be the perfect cruelty photo<br />
  19. 19. The perpetrator<br />
  20. 20. Perpetrator<br />From Pet<br />
  21. 21. Good Samaritan<br />
  22. 22. To the rescue<br />
  23. 23. Good Samaritan<br />
  24. 24. Everything relates to everything<br />Stories often have a current event tie<br />Starving cows – stock market decline<br />Michael Vick protest - Racism in America<br />
  25. 25. Tell the story from the animal’s perspective<br />The animal is not abandoned. The animal is left to find whatever food she could. <br />The animal is not without shelter, she is standing in the cold. <br />The animal was not in need of medical attention, she had open festering sores. <br />
  26. 26. Sound Bites<br />“In this case, somebody dumped these calves like somebody would dump an old couch in a ravine in the middle of the night,” said Russ Mead General Counsel of Farm Sanctuary<br />&quot;They&apos;ve basically put down a welcome mat for the worst kind of farming practices in existence,“ said Gene Bauer, founder and President of Farm Sanctuary<br />
  27. 27. Control the message<br />Only tell the media what you want to see in print or quoted on TV<br />
  28. 28. This is not without risk<br />You are entering a fight<br />You can be sued<br />Not everyone will be on your side<br />
  29. 29. All this is worth it!<br />
  30. 30. Farley<br />
  31. 31. Harry<br />
  32. 32. Aileen<br />
  33. 33. Marlene<br />
  34. 34. Thanks!<br />Russ Mead General Counsel Farm Sanctuary<br />How the media changes the face of animal cruelty<br />