Sudden Crisis Challenges the Horseracing Industry

I picked Eight Belles to place in the Kentucky Derby. My joy quickly turned to remorse when TV reporters confirmed she had been euthanized on the track after crossing the finish line in second.

PETA, as any on-the-ball activist group does, quickly jumped at the opportunity to deliver its message. PETA wants to ban whipping, prohibit training or racing until thoroughbreds turn three years old, and ban running on dirt. No dirt??? Come on, let's get the facts straight before you write your news releases. What about the way horses are bred? Do drugs that mask leg problems play a part? PETA even accused the jockey of intentionally running Eight Belles knowing she had a problem. That's irresponsible of PETA. No one can fix a problem until they know what the problem really is. For more opinion on the subject, see http://courier-journal.com/apps/pbcs.dll/article?AID=/20080506/OPINION01/805060345 and Eric Crawford's column at http://courier-journal.com/apps/pbcs.dll/article?AID=/20080506/COLUMNISTS02/805060449.

The horseracing industry recognizes it is facing a sudden crisis and must respond. Today's crisis lesson involves preparedness and anticipation. If you work with animals -- zoos, circuses, KFC, slaughter houses, commercial farms, etc. -- be prepared for PETA's attacks, whether they have some merit or not. (For a sample of the latter, read how well KFC responded to years of groundless campaigns against how it raises chickens.) A few tips to consider:

1. Make sure stakeholders (employees, shareholders, customers, regulators, etc.) are reminded regularly of all the ways you ensure that animals under your care or contractors' care are treated humanely.
2. Make visible donations to and alliances with credible organizations who can validate your concern for animals. Look into conservation groups who have a middle-of-the road political approach. Local humane societies would be a good choice. Be creative and be visible.
3. Make sure those who raise animals, contact animals, train animals, even slaughter animals know your policies and procedures so that your messages of humane treatment reflect the reality.

Along with preparedness is anticipation. Where are your greatest vulnerabilities? In the horseracing industry, it's broken legs and doping. In circuses, it's keeping "wild" animals in captivity and forcing them into unnatural behaviors. Include in your crisis plan how you will respond if PETA or another group goes after your soft spots.

I have been an active member of environmental groups and I've been on opposite sides from them during my years in the chemical industry. These groups, like PETA and all others, need controversy to raise money. And if there is no controversy this month they better create some before donations slow down. That's not a criticism, it's a fact of life. We need activist groups. But we need activist groups who tell the truth and deal in facts, not knee-jerk fixes. I'm betting on Churchill Downs and others connected with the industry to respond appropriately to this crisis.