Presentation for the Annual Law Confrence in Portland OR on October 17 2009

1. Russ MeadGeneral Counsel Farm Sanctuary How the media changes the face of animal cruelty

2. We are one “The greatness of a nation can be judged by the way its animals are treated” Mohandas Gandhi

3. Why you need the Media No media = no prosecution Media raises money for animal care Media brings in volunteers to help Media educates the public on the larger issues

4. No Media = No prosecution Animal crimes are low priority Crimes that the public cares about get attention

5. It takes money to save animals and push for prosecution You need money for: Animal care Medical treatment Develop evidence

6. Volunteers The media brings in volunteers

7. With community support officials are more willing to step in

8. Education Educate that this is unacceptable Educate to report cruelty when the public sees it Educate on the mental illness aspects of animal cruelty Educate on “the link”

9. The TV trucks are rolling

10. Making the “pitch” Start with the local press Call them E-Mail photos Have a written description of the cruelty

11. Story Basics Stories have beginnings, middles, and ends So do animal cruelty media stories Think past, present and future

12. The story Victim Perpetrator Good Samaritan

13. Victim

14. Victim

15. Victim

16. Shows cruel confinementin a way that is not too graphic

17. Voiceless victim

18. This could be the perfect cruelty photo

19. The perpetrator

20. Perpetrator From Pet abuse.com

21. Good Samaritan

22. To the rescue

23. Good Samaritan

24. Everything relates to everything Stories often have a current event tie Starving cows – stock market decline Michael Vick protest - Racism in America

25. Tell the story from the animal’s perspective The animal is not abandoned. The animal is left to find whatever food she could. The animal is not without shelter, she is standing in the cold. The animal was not in need of medical attention, she had open festering sores.

26. Sound Bites “In this case, somebody dumped these calves like somebody would dump an old couch in a ravine in the middle of the night,” said Russ Mead General Counsel of Farm Sanctuary "They've basically put down a welcome mat for the worst kind of farming practices in existence,“ said Gene Bauer, founder and President of Farm Sanctuary

27. Control the message Only tell the media what you want to see in print or quoted on TV

28. This is not without risk You are entering a fight You can be sued Not everyone will be on your side

29. All this is worth it!

30. Farley

31. Harry

32. Aileen

33. Marlene

34. Thanks! Russ Mead General Counsel Farm Sanctuary How the media changes the face of animal cruelty