Clearly, there aren’t cameras there every time we rescue an animal in need. If there were, that would be a lot of cameras (more than 130,000 in 2010 to be precise), but another thing that our detractors often miss is that the press call us FAR more often than we ever call them.
A perfect example came recently when a television news team called to follow-up a story that had already been reported in a national newspaper. After chatting on the phone about the story at some length, as well as several emails pinging their way back and forth, then came the question: “Why are you pushing this story now?” The simple answer: “We aren’t – you called US about it.”
The reality is that people are so aware of what the RSPCA does because people are interested. TV programmes, newspapers, radio stations and websites all like to feature animals because, as they tell us themselves, they spark plenty of responses, comment and debate among their readers, listeners and viewers.
Just to give you an example of the type of calls we have had into the press office in the last few days:
• A TV production company called to ask whether we could suggest any elderly couples with pets they could interview.
• A national newspaper requested a comment on whether we thought American Presidential candidate Mitt Romney was cruel to allegedly put his dog in a crate and transport him on the top of his car.
• An online news website called to ask us to comment on a police investigation into a dog on dog attack that sadly ended in the death of a puppy.
• A children's TV showcalled to ask whether we could provide them with an interview of an animal-loving child affected by domestic violence.
• A well-known religious TV show called to ask if we had any Christians working for RSPCA whose ‘lives had been changed by animals.’
• A LGBT magazine got in contact for an article about promoting cat rehoming among the lesbian community.
Now, if you were to go to the news section of Google right now and type in RSPCA, I guarantee that the stories you see would be 99% appeals for information.
The press office, a branch or even an inspector will contact a paper either regionally or nationally after something horrible has happened like a puppy being shot in the head and left to die (http://bit.ly/AnYqmy) or a spate of cat poisonings.
These appeals are vital, and can be a lifeblood to our investigations – as, let’s not forget we have no police powers and we rely entirely on the public for support, information and donations.
There is also our desperate need to rehome the animals in our care. So how do we let people know about them? Through the media, and social networks - that's how! (http://bit.ly/zv5S46)
And, of course, when staff members or volunteers do something amazing or above and beyond the call of duty – we want to shout about it. So we do approach the press. Take this story, of an inspirational inspector called Emma who ran 1,425 miles across Africa to raise money for the RSPCA (http://bit.ly/wQCuwU)
Then we work with the media to highlight animal welfare causes (such as badger culling; wild animals in circuses; dog fighting), spread responsible pet ownership messages (neutering, microchipping, insurance) and encourage behaviour change (higher welfare food and farming, ethical shopping). http://bit.ly/t6jemC
Sometimes we are followed by TV crews to see the work we do (Animal Hospital, Animal 24/7) and even asked to give our expert opinion on the news or current events shows such as Countryfile or provide insight and support to fictional shows, like in the final episode ever of a Touch of Frost, which featured an RSPCA inspector as a lead character.
Andy Robbins, senior press officer
