Captive Cetaceans: A Handbook for Campaigners - Whale and ...

mammal community definitely knows who the IMATA is and when you as a group
speak, others do listen."
Likewise, the AZA is also a Corporation, "operated exclusively for charitable,
scientific, and educational purposes as defined in Section 501 (c)(3) of the Internal
Revenue Code of 1954". Its preamble to the code of professional ethics states: "The
continued existence of zoological parks and aquariums depends upon recognition that
our profession is based on the respect for the dignity of the animals in our care, the
public we serve, and most importantly, for each other."
AZA members are obligated to professional ethics which pledge to, "Use only legal
and ethical means when seeking to influence governmental legislation or regulations"
(Boyd, 1994). Yet, to date, IMATA and AZA policies could be said in some quarters
to have been self-serving as well as flagrantly indifferent to their own standards.
Public relations and deflecting public scrutiny...
In recent years, the ethics of corporate influence and misleading public relations have
warranted increasing scrutiny. Marine parks have never been so defensive of the
practice of confining cetaceans. Consider the words of Minnesota Zoo veterinarian
Brian Joseph (1990): "We have, as an industry, largely inspired the primary threats to
our continued operation through our own messages. Over the last twenty years, with
or without scientific evidence, we have portrayed dolphins as not only intelligent, not
only as our ‘friends', but even loving. We are faced with a formidable task and a
formidable, well-organised, well-financed opposition. Why should we care? On a
very personal basis, one reason is to protect our own livelihood" (emphasis
added).
In a speech delivered at a meeting of the Public Relations Society of America
(PRSA), writer Lee Baker (1993) noted, "People who work in PR should continue to
do what is right, tell the truth, be fair, assume responsibility, understand and abide by
the PRSA Code of Professional Standards, and avoid conflicts of interest, lying,
cover-up, deceit, subterfuge, misrepresentation of facts, and influence peddling"
(emphasis added). Writer Susan Bovet (1994) addressed environmental issues thus:
"The general public's increasing concern for, and understanding of, environmental
issues present public relations professionals with a number of challenges. Dealing
with these issues will require public relations professionals to take an increasing
sophisticated approach to their craft, as they will be called upon to influence
behaviour of individuals, communities, and organisations including big business
and government. They will need to build coalitions, bring about consensus,
influence legislation, and resolve difficult questions" (emphasis added).
A glance at the topics discussed at former AAZPA and IMATA Annual Conferences
reveals how vulnerable zoos and aquariums are to public scrutiny, and exposes the
marketing methods employed for self-promotion. The 1985 AAZPA Conference
discussed such topics as: Marketing to maximise profits and The zoo image: how it is
perceived and how it can be promoted. The 1990 IMATA Conference contained
discussions on Marine mammals in zoological environments: current goals, threats
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