When I step back and consider the astonishing rate of human population growth during my life alone (about 60% more), it’s easier to perceive the incredible strain placed on the other species with whom we share this planet. In fact, many sources like the NWRA report that more than 97% of animals admitted to wildlife rehabilitation centers are there due to some anthropogenic cause, whether it be an accident, pollution or other reason. With this unfortunate volume of work, it’s critical that organizations like yours protect their public image to maintain funding. Thankfully, you can partner with an experienced team to implement a communications plan – consider this your wildlife rehab facility public relations strategy – to more quickly overcome any crises that could slow your progress.
If your only reaction to the word “crisis” is that it represents the very reason you exist, it’s worth considering other, realistic events that could derail or at least damage your operations. What if an animal escapes your facilities to roam a foreign, populated area? What if someone on your team is accused of unethical behavior? Even a spontaneous social media feud with a politician or other organization could create a fire. All of the above could feasibly happen, and I encourage you to think in terms of “when” rather than “if.”
Choosing the Right Level of Reputation Management
If you decide to pursue partnering with a group of communications professionals to help protect your facility, choose a specialist agency – like Orange Orchard – so that they truly understand your situation. Here are a couple ways it can help.
Prompt and clear crisis communications: The basis for effective crisis communications is having an actionable plan in place long before anything image-threatening happens. When an experienced team helps customize and implement the plan, they can provide examples of potential crises immediately relevant to wildlife rehab, provide media training for key spokespeople at your organization, and even help with prewritten statements.
Ongoing proactive – and positive – PR: A crisis plan alone is better than nothing; however, investing in ongoing positive PR as well is an excellent step toward more complete reputation management. Working from a thorough wildlife rehab facility public relations strategy, a good media relations team can secure regular earned media placements that help compensate with the inevitable setback does happen.
Maintaining the credibility of your wildlife rehab facility is paramount to the continuation of your mission. To learn how a strategic combination of crisis comms, organizational communications and proactive media relations can keep you in a positive light, contact us at Orange Orchard today. You can reach us here or by calling (865) 977-1973.