Public Relations for the San Diego Zoo Conservation Communications

Public Relations for the San Diego Zoo
Conservation Communications
Wh is
What
i the
h San
S Diego
Di
Zoo?
Z ?
 Founded in 1916
 A non-profit organization
 Includes San Diego Zoo, Wild Animal Park, Institute for
Conservation Research, Foundation for Zoological
g
Society
y
and Zoological Society of San Diego
 Well known as a tourist destination and for its leadership in
animal care and conservation
Mission:
The San Diego Zoo is a conservation, education, and
recreation organization dedicated to the reproduction
reproduction,
protection and exhibition of animals, plants and habitats.
Wh are the
Who
h Public
P bli Relations
R l i
people
l
for the Zoo?
 Four people in department
 Varied backgrounds – journalism, communications and
science
 Skills include writing, video editing, photo processing,
internet savvy, people management
 Work an average of 50 hours/wk and are regularly on call
Wh is
Who
i our audience?
di
?
San Diegans
Southern Californians
People who love animals
Families
Students
People who care about the environment
Tourists
Members
Donors
Donors
Other scientists and conservationists
Local governments
Foreign governments
Employees
S
Supporting
ti the
th Business
B i
Elephant Odyssey and Pandas
Elephant Odyssey
Launching a New Exhibit
Largest project ever built at the San Diego Zoo
Brand new approach to exhibit development and design
State-of-the-art elephant care facility
The goals:
-Drive attendance to the San Diego Zoo
-Educate people about endangered species
Elephant Odyssey
The challenges:
-Build awareness before exhibit is done
-Elephant herd introduction and moves
-Animal
Animal acclimation and safety concerns
-Economic downturn
-Including conservation messages
Elephant Odyssey
The solution:
-Use drawings and statues to promote exhibit
-Use elephant herd challenges as a chance to educate
-Talk
Talk about the problems with the public
-Explain safety and acclimation challenges to media
-Promote budget family visitation
-Tie in Botswana project
Elephant Odyssey
The success:
-Exhibit and conservation messages reached national
audience
-Zoo attendance increased
-Donations for elephant projects increased
-Received special needs elephants from USDA
Pandas
Ongoing publicity
Cute cuddly looking bear species
Very rare, not many in the U.S.
Leadership in conservation and research
The goals:
-Create ongoing support for panda program
-Educate people about endangered species
Pandas
The challenges:
-Pandas often not available for guest viewing
-Baby panda in den for 4-6 months after birth
-Leadership
Leadership means doing things which have never been
done
-Maintaining interest over years
-Not
N t just
j t about
b t babies,
b bi
also
l wild
ild conservation
ti
Pandas
The solution:
-Explain access limitations to public and media
-Tell people about the financial commitment
-Communicate
Communicate the risks of leadership
-Panda cam
-Develop ongoing stories about pandas
-Include conservation messages in everything
Pandas
The success:
-Five baby pandas since 1999
-90% increase in cub survival in China
-Memberships
Memberships and donations continue to support efforts
-Rebuilding Wolong
-Increased field work in Foping
Z PR
Zen
Finding a Communications Balance
Scenario #1
Panda arrival 1996
-Two
Two giant pandas arriving in San Diego
-First breeding pair in the U.S.
-Tremendous political and conservation significance
-Some groups opposed to loan
-Heightened community interest
Question
What information do you release to the public and when do
you release it?
Scenario #2
SuperBowl Commercial
-Request
Request to film soft drink ad
-Person riding a bike tackles a cheetah
-In ad reference to Wild Animal Park
-Millions of possible viewers and ad value
Question
Do you participate in the filming of the commercial and the
subsequent PR around it?
Scenario #3
Man vs. Bear
-Unfortunate
Unfortunate incident
-Video plays to national audience
-Zoo attendance increases
Question
Do you take advantage of the pr value of this incident?
C i i Communications
Crisis
C
i ti
Elephants and Wildfires
Swaziland Elephant Project
Group of 7 elephants scheduled to be killed in Africa
Translocated to Wild Animal Park
Animal rights groups voice opposition
Opposition groups try to stop move
The goals:
-Maintain support for the effort
-Protect project, staff and animals
-Raise awareness for the challenges faced by elephants
Swaziland Elephant Project
Communications Plan:
-Advance strategic planning
-Clear and consistent messaging
-Media
Media briefings
-Third party support
-Two way communications with public
-Documentation and strategic releases
Wildfire 2007
Wildfire approached the Wild Animal Park at night
Some animals and people evacuated
Communications interrupted
More than 600 acres burned
Wild Animal Park closed for one week
The goals:
-Gather information
-Let the public know what is happening
-Represent Park interests to emergency officials and media
-Be prepared for recovery needs
Wildfire 2007
Communications Plan:
-Advance emergency planning
-Clear and consistent messaging
-Media
Media briefings
-Alternative communications vehicles
-Two way communications with public and officials
-Documentation
-Implementation of recovery communications effort
The Really Hard Work
Conservation Communications
Trends in Coverage
03
0.3
0.25
02
0.2
0.15
0.1
0.05
0
1990
Conservation coverage
1995
Foreign affairs
2000
Entertainment news
2005
Technology
Conservation Communications
Communications Plan:
-Ongoing
Ongoing pitching
-Develop relationship with interested media
-Look for opportunities to publicize
-Document everything you can for release
-Take advantage of interest groups/social media
We save the ugly animals too.
Addendum: A Few Tips for PR People
- Always plan as much in advance as you can
- Make a list of all your audiences for each communication
effort
- Find out about your audience and what they want
- Understand
U d t d th
the ethical
thi l constructs
t t off your iindustry
d t and
d
follow them religiously
- Don’t be the “yes” man
- Never lie