RSPCA on hunt for agency to help dispel 'cuddly' image

The RSPCA has launched a hunt for PR support as it looks to create a more 'cutting edge' approach to the way it communicates.

RSPCA: wants to take a more 'cutting-edge' approach
RSPCA: wants to take a more 'cutting-edge' approach

The animal charity’s move comes in the face of a ‘crisis’ facing animal welfare funding, according to new CEO and comms veteran Gavin Grant.

The RSPCA has not yet launched a formal pitch process for PR support but has called for agencies to help it tone down its ‘cuddly’ image and take a more cutting-edge approach.

Grant, who joined the organisation at the beginning of the year, having been chairman at Burson-Marsteller UK, said: ‘What’s happened in the past is that the RSPCA has gone down the softer cuddlier image – that won’t happen with me as leader.’

Grant added that he wanted to see the charity back doing ‘cutting-edge comms work, with a more entrepreneurial and commercial approach’.

‘If there are PR agencies out there that can help us do that then I want to hear from them,’ added Grant.

Grant said that misconceptions such as the idea that the charity receives government funding has led to the funding problems faced by the charity today, which need resolving.  

He explained that a part of his new PR strategy is to engage more with government figures and the media, including alerting the press about upcoming RSPCA-led prosecutions.

‘You’re seeing a crisis in animal welfare across the board and everywhere you look you see a growing problem,’ said Grant, adding that he plans to ‘harness the power of the concerned consumer’.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.