Friday, February 3, 2012
Opportunity, not tragedy
Perhaps I continue to live up to that silly notation in my high school yearbook. My best quality? Being an optimist.
But in PR, we constant advise clients that there are ways to turn a potentially negative issue into a positive one, to take the energy that might be generated over a controversy and use that to bring attention to a solution that you can control and win admiration for your stance.
Here is the latest example.
PETA is (sorry) losing its fur over over a proposed bill in Kansas that would make Toto the state dog. PETA, as reported here, believes such a move will create puppy mills to meet the eventual demand for cairn terriers. PETA doesn't have a problem naming a state dog, they would rather see it as a mutt, since, presumably, that is all you will find in shelters.
Here is your chance, PETA. Rather than take the usual negative stance that has hurt your image over the year, look for the opportunity to final leverage legislation and the money needed for enforcement to put puppy mills out of business. We all know the source of our coffee beans - to make sure we're getting them from a sustainable operation - why not a similar effort for the sale of pets?
Why not make Toto the face of a dog urging future pet owners to do the right thing?