jim newman presentation

OHSU's Sheep Research Controversy: A View from the Inside

Jim Newman, OHSU Strategic Communications

October 15, 2011

OHSU's Research

What it is:What it is:• Basic science researchBasic science research• Brain mechanisms of Brain mechanisms of sexual partner preferencesexual partner preference• Follows human studiesFollows human studies (Levay) (Levay) • Research in 2002 helps Research in 2002 helps demonstrate biological demonstrate biological linkslinks• Research to provide Research to provide understandingunderstanding• No applications (human No applications (human or animal)or animal)

Timeline

• Nov 2002 – SFN Presentation/release – significant press

• Published in Endocrinology – Feb. 2004• OSU sheep theft – March 2005• March to June 2005 – PeTA records requests• August 2006 to fall 2007 – PeTA campaign

PETA’s Campaign Against OHSU/OSU

• Letters• Web postings• Blogs

• Then there’s the media….

PETA’s Campaign Against OHSU

PETA’s Campaign Against OHSU

““Just when you thought animal experimenters couldnJust when you thought animal experimenters couldn’’t get any lower…t get any lower…””

““Roselli plans to Roselli plans to ‘‘curecure’’ humans of their homosexual tendencies. humans of their homosexual tendencies. Please click here to send a message…WePlease click here to send a message…We’’ll give you 500 street teamll give you 500 street teampoints for doing so and 250 points for using this form to ask points for doing so and 250 points for using this form to ask your friends send a message as well.your friends send a message as well.””

PETA’s Campaign Against OHSU

14,000 emails in 2 weeks20,000 in a month

• Our Response:• Blogging, blogging and more blogging• Discussions with reporters• Radio interviews• Letters to the editor• Op Ed pieces• News stories generated by us

PETA’s Campaign Against OHSU

The Media

The Blogs

The Blogs

Popular Culture

The Apology

General Media Strategy

Proactive approach to:•Breakthroughs (press releases, pitches)•USDA Inspection results•Open door attitude to media

Keep an eye on activist announcements and events

Immediate response to all claims

Do all interviews

Release documentation to back it up

Monitor records requests

Headlines

Jim NewmanOHSU Strategic Communications

newmanj@ohsu.edu503 494-8231