dollars 4m pet-rescue project kicks Corsi out of PR nest

SAN FRANCISCO: Famed baseball manager Tony La Russa’s Animal Rescue Foundation has pulled the plug on the Corsi Agency’s PR campaign for its two-month-old Pet Rescue Project offshoot.

SAN FRANCISCO: Famed baseball manager Tony La Russa’s Animal Rescue Foundation has pulled the plug on the Corsi Agency’s PR campaign for its two-month-old Pet Rescue Project offshoot.

SAN FRANCISCO: Famed baseball manager Tony La Russa’s Animal Rescue

Foundation has pulled the plug on the Corsi Agency’s PR campaign for its

two-month-old Pet Rescue Project offshoot.



A five-year, dollars 4-million initiative to end the euthanasia of

healthy, homeless pets by 2004, the Pet Rescue Project (PRP) had been

working with Corsi, a San Francisco-based integrated shop, since late

May.



Hobbled by a lack of funds, the PRP committee was forced to trim PR from

its limited marketing budget, according to PRP project manager Beth

Needel, who is a former Burson-Marsteller executive. Some insiders,

however, suggested that a lack of effectiveness on the part of Corsi’s

PR team was the real motivating factor behind the move.



While the PRP group (a coalition of Bay Area organizations such as the

Contra Costa Humane Society, Friends of Animal Services and Feral Cat

Foundation) will continue to use Corsi for advertising, Needel said she

will be handling PR in-house in the immediate future.



Founded by then Oakland A’s manager La Russa, ARF is a ’no-kill

organization’ dedicated to finding homes for pets. Rogers & Cowan in Los

Angeles handles most of the agency’s national PR.



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