One request we occasionally receive at AMP comes from those who direct animal care programs. They're looking for advice on how to better engage their facility’s communications staff. At many research universities and biomedical companies, PR professionals are highly aware of all the effort that goes into the care of research animals. However, we sometimes hear from those in charge of animal facilities about the need for increased communications planning in case of an animal rights crisis. So what can be done to get the PR office more involved? Here are a few tips:
Invite Communications Staff Over for a Tour
One of the best ways to engage PR staff
is to invite them to take a facility tour. In many cases, communications people are eager to gain firsthand knowledge which helps them better explain how biomedical research works. If a little more coaxing is needed, you can remind them that taking a tour will help the organization be better prepared when and if it becomes the target of an animal rights campaign.
Inquire as to Whether a Communications Staff Person Can Be Assigned to Your Area
Another good strategy for getting on the PR office radar is to have one point of contact. Many institutions organize their communications office much like a newspaper. Staff have assigned beats such as “the cardiology beat” or “the neurology beat.” Some organizations even assign people to specific departments or functions that could receive press attention. Having an assigned staff person makes it much easier when you have positive news to share, or when you need to speak with someone urgently about a perceived threat.
Provide the PR Office With Regular Updates
Many public relations professionals are former journalists, meaning that they appreciate stories and enjoy storytelling. Feed this interest by sending occasional notes or setting up meetings to alert them to significant updates such as new facilities or impressive new animal well-being efforts.
Alert Communications Staff When Concerns Arise…
No communications person likes surprises. Therefore, whenever fears surface about possible future targeting of your facility by research opponents, let them know. For example, if a public records request raises red flags in your office, the communications group would likely want to know about it as well. If you're unsure whether you should contact PR staff, we advise doing so just to be safe. One important task for any media
office is to determine when events pose a serious communications risk to the institution. Chances are, they won't mind the call, even if the item in question is determined to be a moderate risk.
...And if You Don’t Receive a Response?
Escalate. Many communications offices are understaffed and as a result, you may not get a response right away. If your concerns are related to an urgent matter, contact the department director or another staff member.
