Last week, PETA did something it has done many times before. It enlisted a celebrity to create headlines. In this case, the activist group convinced actor James Cromwell, best known for his role in the movie Babe, to disrupt a Texas A&M Board of Regents meeting. It was the latest move in PETA’s longtime campaign against the university’s Duchenne muscular dystrophy research in dogs.
Part of Cromwell's goal, and the obvious result, was his arrest. The experience was nothing new for the actor. Based on our review of past news coverage, we were able to locate at least six other instances where Cromwell had been arrested, mostly related to
animal rights
or
environmental protests
.
Of course, the arrests and resulting court appearances are simply part of PETA’s overall media strategy. They know that a boisterous disruption and images of a celebrity in handcuffs will create plenty of headlines and social media posts. However, Cromwell and the animal rights group he supports likely did not predict that in this case, Texas A&M University was prepared to respond in length.
Here’s a link to a People Magazine article
that is worth reviewing.
The university’s response was impressive for many reasons:
They recognized their audience and spoke to them.
It's easy to forget that our target audience is the vast majority of Americans who do not have hardened opinions on this issue. Sometimes we respond with criticism of the animal rights group making the claims. In this case, Texas A&M did not forget that they needed to address public questions and concerns. Consider this excerpt from Texas A&M's response:
“Texas A&M University appreciates this opportunity to correct and clarify misleading information regarding our Duchenne muscular dystrophy research. It’s a shame that misinformation continues to be spread about this important research being done on behalf of humans and animals.”
This is an excellent message.
They responded with specifics.
Here’s another excerpt from Texas A&M’s statement to People:
“Human clinical trials in DMD patients, based in part on studies in dogs, currently are underway,” the statement read. “The DMD research done at TAMU has contributed to preclinical data that led to the FDA approving the experimental therapy in these human patients participating in the clinical trial.”
At times, research organizations have provided limited and/or general responses when facing claims by animal rights groups. In this case, Texas A&M spoke in detail about the results of the research and the promise and hope that this critical information will lead to medical advancements.
They responded at length.
One smart strategy when countering animal rights claims or actions is to speak extensively with reporters and offer several knowledgable spokespeople. The goal should be to get as many expert and pro-science voices in the news coverage as possible.
They showed empathy:
Here’s another portion of TAMU’s response:
“Texas A&M looks forward to the day when animals aren’t necessary for research in which they’re trying to find cures and therapies for people, but right now it’s critical when researching some diseases.”
In labs and animal care facilities, scientists and staff go to great links to ensure animals are treated with care and respect. However, sometimes we forget to share this same level of empathy when speaking with the public or reporters. In this case, Texas A&M made it clear that studies in animals are not taken lightly at their institution. However, at the same time they recognize the lack of alternatives.
They made use of helpful information already on the record.
One smart move by communications staff was to point the reporter to a previous story where they spoke at length about the research in question. In doing so, they were able to include additional details that conflicted with PETA’s claims.
They highlighted their commitment to animal care.
Finally, one more excerpt:
“As one of the veterinarian caregivers explains: ‘These dogs are loved from the moment they are born until they leave this Earth.’ They receive around-the-clock veterinary care at a world-class facility that opened in 2016. They play outside and have toys and friends to play with.”
Including the voices of animal care staff in news coverage reminds the public that research animals receive expert care and attention. On top of that, many organizations are becoming increasingly comfortable with the idea of allowing staff to talk about the bonds they have formed with animals. This is another important aspect of animal research that many in the public are unaware of.
AMP congratulates Texas A&M University for their outstanding response.
