Communication Assessment Project. Communications & Media Essay

The Role of Media in Advancing the American Society for the Prevention of Cruelty to Animals (ASPCA) Agenda during the Covid-19 Pandemic
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Background
The American Society for the Prevention of Cruelty to Animals (ASPCA) was founded in 1866, and is the oldest animal wellbeing association in America. It is a non-profit corporation that is privately funded with its headquarters in New York City, where it operates its veterinary hospital and adoption centre, and enforces New York City’s animal cruelty laws. On a national scale, ASPCA offers financial support and assistance to many of the regional and local human societies that are in existence in the USA (Zawistowski, 2010).
The main function of ASPCA is to prevent animals from harm. This responsibility is shown in its programs like ASPCA Missions: Orange ™, and operates to minimize unnecessary euthanasia. And it has an Animal Poison Control Centre (APCC), which is operational out of the ASPCA’s Midwest Office in Urbana, III. APSPCA is the only not-for-profit, institution that works 365 days, 24 hours and mandated to protect animals from hazardous substances by offering veterinary treatment and diagnostic recommendations to veterinary, government, company officials and pet parents. In 2007, the APCC encountered 136,000 animal mistreatment cases and poisoning cases and had to upscale their veterinary, assistant, veterinary technician, veterinary and board-certified veterinary toxicology departments (Madden, 2012). Today the company is one of the sought after by pet and companion animals lovers all over the world.
In 2007, precisely March 16, as a result of the contamination of one of the pet food ingredients from Menu Foods Limited, APSCA did a countrywide recall of the 90 cat and dog foods (Berger & Topol, 2007). Fast forward, during the commissioning of this research a lot has done that need incisive crisis communication. One other event is the launching of ASPCA Mission: Orange ™- a countrywide endeavor to reduce the number of needless pet euthanasia and establish seven no kill cities. But, 60,000 American horses are still being slaughtered annually for human consumption (Hwang, 2013) and 250,000 animals fall victim of hoarding every year. Dogs are still used in dog fighting sports, in the puppy industry, commercial dog breeders keep dogs from love (Walsh & Krienert, 2014). We also have animal hoarding, where an individual keeps too many animals that he cannot take care of, leading to neglect (Renwick, 2008).
With experts in pathology, toxicology and clinical medicine staff, together with toxicology, the organization has created a database to collect poison centre case data and identify trends. And the ASPCA is in a position to offer credible and public information and advice that is needed.
The Covid-19 Era
The Corona Virus pandemic or Covid-19, has caused restrictions in movements, physical socialization which have affected business all over the world (Donthu & Gustafsson, 2020). Since its start in Wuhan-China in December 2019 to its spread all over the world, both domestic and international travels have been cut-off. Still ravagin...