As a member of the MSM, I'd have to say that promoting your enrichment project is quite important, if only because zoos are supported by donations and often by tax dollars, meaning that ultimately outsiders will take a role in the institution's fate. It's important that any promotion - outreach to the media, talks, etc. - accurately portray what the enrichment DOES, that it really works, and that anyone with thoughtful questions can receive real answers beyond whatever minimal presentation you make for groups or press releases. Examples are really great - "rooting is part of pig behavior, so in the autumn we move them to our un-raked oak grove to let them root for acorns, wanna see?" is better than "Our pigs receive seasonally appropriate enrichment." A not-obvious enrichment method can be a great selling point with a reporter, who might enjoy relaying it to the public.
As far as how public to make the PR benefits - You don't make announcements about it, but you don't hide that if a journalist asks. All the best PR people I know can happily talk about a question like that: "It's good for the animals, and it's also good for the zoo. We hope if people know about the great work we're doing they'll visit more, and perhaps become members or contribute to our X campaign -- which will help us do even more good work. With so many zoos facing serious issues, such the elephant deaths over the past few years, we think it's important for our community to know we're trying to do things right."
But be careful: if the enrichment only exists to provide PR, and does not ACTUALLY enrich the lives of the animals, an enterprising reporter might be able to figure it out (talking to outside animal behavior experts), and report on how taxpayers/donor money is being wasted in an effort to generate more money. That would make the zoo look like a money-grubbing greedyguts.
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timeasmymeasure
no subject
Date: 2006-12-15 06:06 pm (UTC)As far as how public to make the PR benefits - You don't make announcements about it, but you don't hide that if a journalist asks. All the best PR people I know can happily talk about a question like that: "It's good for the animals, and it's also good for the zoo. We hope if people know about the great work we're doing they'll visit more, and perhaps become members or contribute to our X campaign -- which will help us do even more good work. With so many zoos facing serious issues, such the elephant deaths over the past few years, we think it's important for our community to know we're trying to do things right."
But be careful: if the enrichment only exists to provide PR, and does not ACTUALLY enrich the lives of the animals, an enterprising reporter might be able to figure it out (talking to outside animal behavior experts), and report on how taxpayers/donor money is being wasted in an effort to generate more money. That would make the zoo look like a money-grubbing greedyguts.
So - Honesty is best in PR.