ABSTRACT
Since its establishment, People for the Ethical Treatment of Animals, commonly known as PETA, has been widely criticized. Known for offensive public protests and aggressive speech, PETA employs a unique method of approaching crisis by unapologetically creating it. This tactic does gain enormous media coverage, but PETA's reputation has developed into one of intolerance and unprovoked confrontation. However, PETA argues it is unconcerned with its reputation, only with advancements in animal rights, and that radical actions yield radical results.
The purpose of this case study is to analyze examples of PETA's controversial choices in communication, many of which have occurred in 2019 alone, and to determine if these defiant responses to public criticism hinder its mission by damaging its reputability.
