Fly-By PR?

We recently saw the incident where President Obama swatted (and killed *GASP!*) a fly during a national television interview. Following the incident, PETA (People for the Ethical Treatment of Animals) used the event to criticize the action…and to promote a non-lethal fly swatter. Here you have a powerful and well-known organization taking on a the President of the United States...over an insect.

PETA issued the following statement: “We support compassion for the even the smallest animals," says Bruce Friedrich, VP for Policy at PETA. “We support giving insects the benefit of the doubt."

Pardon my Bible reference, but talk about straining at a gnat (or in this case, a fly)!

While I don’t always agree with every stance made by PETA, I do respect the “spirit” of their stated mission and their primary goal to prevent cruelty to animal. I also have to give them credit for their proven media savvy—they know how to get their message to the public. With glossy ads, celebrity spokespeople and an unapologetic, aggressive style, they are known for making noise, making themselves heard and making a name for their organization. None of which is necessarily a bad thing. (I mean, that is one of the goals of public relations!)

However, this time, I think their insertion into this fly-swatting incident was unwarranted. (Please note. This is classic armchair PR. Monday-morning coaching, if you can bear the atypical sports analogy) In veering off their primary mission (animals), they’ve become a punch line in late night monologues and a punching bag on many blogs.

And it points out an important lesson that those of us who work in public relations will say over and over to our clients: STAY ON MESSAGE! And that message should reinforce and enhance the mission of the organization.

Consider this: our mission gives us direction. For example, if we’re a charity that reaches out the homeless, our mission statement will steer us and keep us on track; we won’t be spending time and energy writing letters to government officials about the traffic camera in the intersection. (Unless of course your Executive Director just got a ticket for running through a red light!)

From our mission statement, we develop key messages. And when we talk about our organization, respond to questions, do our fundraising, speak to an issue or confront a problem, we always want to emphasize those crucial messages. That’s what PR folks mean when they SCREAM about staying on message.

And this is where I think PETA got off track. (Again, this is coming from a dispassionate, third-party observer who has no stake in the outcome. I seriously doubt PETA will be contracting for my services...especially after this tirade) Bugs are not the PETA message! The PETA mission is animals, so their message should be consistent with that mission. Insects…well, perhaps they need they need their own advocacy group. (Going on record now: I won’t be joining that one either.)

One comment on a blog observes that at least the incident got PETA some attention. But is that the goal here? Too often in PR, we see the desire to get publicity at any cost—the P.T. Barnum school of thought. (He is credited with many staged events and hoaxes known as publicity stunts, all designed to generate interest and fill the seats) This was more like a drive-by potshot just to get noticed. Or, as I call it: Fly-by PR. It doesn't enhance the organization or build credibility for the mission. Better to stay quiet and choose a fight more closely associated with the stated goals of the organization. That way, we look like educated, concerned experts.

To this observer, the fly got swatted, but PETA took the hit.
PR Lesson: Stay on message.