I love this passage from Nick Cooney’s Change of Heart:
When it comes to promoting their cause, activists typically assume that all that matters is getting information out to the public. How the message should be crafted and which audience it should be presented to aren’t always taken into consideration. And rarely is any follow-up work done to see if and how much behavioral change was created. If traditional advertisers approached their work with such a lack of rigor, they’d be fired on the spot.
It’s the most advanced book on animal advocacy I’ve ever read; essential reading for serious activists.