This document discusses how animal welfare organizations can use media coverage to raise awareness of animal cruelty cases and push for prosecution. It notes that without media attention, animal cruelty often goes unprosecuted as a low priority crime. Generating media coverage raises money for animal care through donations, brings in volunteers, educates the public, and puts pressure on officials to take action. The document provides tips for effectively pitching animal cruelty stories to the media, including focusing on victims, perpetrators, rescuers, and tying stories to current events to generate interest. While there are risks to dealing with the media, the document argues that media coverage is critical to saving animals and changing attitudes towards animal welfare issues.
2. We are one “The greatness of a nation can be judged by the way its animals are treated” Mohandas Gandhi
3. Why you need the Media No media = no prosecution Media raises money for animal care Media brings in volunteers to help Media educates the public on the larger issues
4. No Media = No prosecution Animal crimes are low priority Crimes that the public cares about get attention
5. It takes money to save animals and push for prosecution You need money for: Animal care Medical treatment Develop evidence
8. Education Educate that this is unacceptable Educate to report cruelty when the public sees it Educate on the mental illness aspects of animal cruelty Educate on “the link”
24. Everything relates to everything Stories often have a current event tie Starving cows – stock market decline Michael Vick protest - Racism in America
25. Tell the story from the animal’s perspective The animal is not abandoned. The animal is left to find whatever food she could. The animal is not without shelter, she is standing in the cold. The animal was not in need of medical attention, she had open festering sores.
26. Sound Bites “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 "They'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
27. Control the message Only tell the media what you want to see in print or quoted on TV
28. This is not without risk You are entering a fight You can be sued Not everyone will be on your side