Controversy

J. Faith Peppers

University of Georgia

What is controversy?

Strongly polarized opinions. High emotions. Opposing sides may use loaded rhetoric to

persuade.

What are your issues?What makes them controversial?

What are our issues?

Food vs. Fuel Migrant labor needs vs. Immigration Law Climate Change vs. Cyclical Weather

Patterns Animal Welfare vs. Animal Rights Public- vs. Private-Funded Education Earmarks vs. Competitive Grants

Responsible Policies for

Animals All animal use is inhumane. Humane means kind, and people

didn't start using other animals thousands of years ago in order to be kind to them.

Basic constitutional & legal rights are necessary for meaningful protection. That is all the more true for nonhuman animals since humans and non-living corporations have rights generating huge destructive impacts on nonhumans.

Popular animal-advocacy methods don't diminish inhumane treatment of animals because they don't promote basic constitutional & legal rights for all sentient beings but mostly fight cruelty or promote better shopping choices.

By targeting universities' billions of dollars in training, research, and promotions for the meat industry, Responsible Policies for Animals targets our most influential institutions' false teachings about nonhuman animals, the biggest obstacle to animal rights.

“If we don’t take the risk and tackle controversial issues, we’re doomed to mediocrity, or worse, termination. Playing it safe is the biggest risk of all.” Patrick Boyle, chancellor emeritus, University of Wisconsin - Extension

Why respond to controversy?

Where and how to respond?

Public forums or meeting. Reporters call you. Work with PR/News staff to pitch media. Columns or Opinion Editorials Letters to the Editor

Why address controversy in the media?

To increase awareness of the issues. To provide facts to the public. To show you are experts.

Why do reporters call you?

To be fair. To be factual. To be accurate

During controversy, media use objective experts to …

Explain the issue. Put the issue in context. Present opposing views. Offer possible solutions.

On controversial topics, experts should be seen as … Credible. Unbiased. Fully aware of all sides of the issue. Speaking from research-based knowledge.

Should you take sides? It’s not news if you stay in the

middle. It’s boring. Don’t be boring. Provide context, insight and

analysis when you do. If your research/experience

favors one side, say so.

Economic flu

“Right now is like the third day with the flu: you’re not getting worse, you might be a little better, but you still feel horrible. That is the condition of current economy: bouncing back a little, but still definitely on bed rest and very weak from the ravages of recession.”

Expert vs. Personal opinion

Expert opinions research- and experience-based not always in the middle

Personal opinions need no basis probably should stay private.

Media ask about opposing views Briefly discuss other views, go back to your

message. Don’t dwell on controversy. Steer interview to higher ground. Don’t speculate on goals, attitudes, values of

others.

Confrontational media

Triggers emotions Makes answers more animated Keep your cool

You shouldn’t touch it with a 10-foot pole when …

Your knowledge of the issue is inadequate. You lack experience, data to support your

views.

Newton’s Law f = ma

The force required to contain an issue depends on how big,

complicated the issue becomes and how quickly, effectively you

respond to it.

Attack issues, not people

Present your data or views Stick to the issue Don’t slight those with different views Personal attacks may cause the public to

question your motives and objectivity.

Others attack you in the media The best response maybe be no response. Continued responses may prolong attack. Respond only to correct misinformation reported

in the news. Op-eds/editorials are one way to respond to

attacks. Keep an eye on blogs, comments sections.

In summary . . . Media can help get factual information out on

controversial issues. Stick to the facts. Monitor the online conversation. Don’t take opposing views personally. The longer controversy brews, the greater the

effort needed to contain it.

Final point Topics are controversial because people care. No response means you are irrelevant in the

conversation. If you are irrelevant, why are you here? Don’t be mediocre. Matter.

Questions?