FUMBLE: IS THE TORONTO HUMAN SOCIETY GOING TO THE DOGS?

Veritas Team Huddle compiled by Marnie Campbell

Last weekend, the Globe & Mail began a three-part investigation on the Toronto Humane Society (THS) after a number of staff and volunteers quit out of protest due to what they alleged as the poor care of animals and a "much-too restrictive euthanasia policy" among other issues. And they aren’t just quitting; some are now speaking with media to express their concerns even though they are breaching a confidentiality agreement they must sign when joining the THS. The story developed even further this week when the Ontario Society for the Prevention of Cruelty to Animals (OSPCA), accompanied by Toronto police, raided the shelter after learning about these allegations (OSPCA also suspended the THS as an affiliate, pending the outcome of an investigation). So what does this all mean? Looking at this from a communications perspective, this week we call a Fumble on volunteer President, Tim Trow. Despite a heavy media presence by THS spokesman Ian McConachie, where Trow is concerned, the word ‘accountability’ was used more than once by the Veritas team in reflecting on this story – a key factor in crisis management. In a time of crisis, the best option is to acknowledge the situation and address how you plan to move forward. Mr. Trow did issue a letter the G&M’s editor, however he addressed specific allegations but not the overall issue, therefore coming off as defensive rather than sympathetic to the plight of the animals or the concerned staff. As President of the organization, he needs to be accountable for the Society’s actions, looking at ways to restore trust and reliability into the organization … before he winds up in the dog house for good.