ABSTRACT
This chapter provides general insights into what constitutes an effective communications strategy, and contemplates the approach currently taken by some stakeholder groups. In the context of the use of animals for scientific purposes, one of the common general communications objectives is to increase the shared knowledge necessary to have a proper and informed understanding both of the ethically sustainable and the scientifically valid use of animals in research. Key documents include a published animal welfare strategy and action plan: technical reports and other expert documents; press releases and newsletters; parliamentary questions and debates; and formal consultations and impact assessments. Key messages tend to include that continuing animal use is essential, important and in the public interest, and that it is undertaken to high standards and is highly regulated. For many people the popular media is their primary source of information on animal welfare and scientific issues.
