Recently at a Copenhagen zoo, a giraffe was euthanized and dissected live in front of children. What seemed like a scientific approach at first, quickly turned into a nationwide public relations disaster. So what went wrong?
-Firstly, the zoo thought little about how the decision would affect not only the children but the outside community as well. It was clear they thought scientifically to teach the children about animal dissection rather than whether the actions were humane.
-Secondly, the zoo made its giraffe euthanization and dissection public via social media which in the end spread the crisis nationwide and reflected poorly on them.
-Thirdly the zoo covered up the animal murder by masking it with the word “culling” instead. This made it seem like they were trying to cover their tracks and hide the true actions that were sought out.
How might the zoo recover from such negative publicity? Although they cannot go back in time and change what was done, they CAN make an official apology to the public and explain the reasoning behind their decision. They can inform the public about how their practice was educational to the children and how that was their main intention. They should develop a new plan of action in the future and not only discuss it with the public, but also be willing to accept insight and feedback about how they should educate the public on scientific matters in the future.
Image credits: Mama Mia; blog site. (http://www.mamamia.com.au/rogue/marius-the-giraffe/)
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