Case Study #1: Coalition for an Ethical Psychology
Situation: For several years, members of the American Psychological Association had been fighting to change an APA policy of cooperation with U.S. government-sanctioned torture. At the APA’s annual conference in Boston in August 2008, the Coalition for an Ethical Psychology (which includes members of Psychologists for an Ethical APA and Withhold APA Dues) planned to draw renewed attention to the issue through media outreach and a rally in support of a new referendum to overturn the policy.
Solution: A month before the APA conference, Emily met with members of the Coalition to plan a media strategy in support of the rally and referendum. In addition to devising an aggressive, targeted media outreach campaign aimed at national and local (Boston) media, Emily assisted the coalition in bringing in high-profile coalition partners to co-sponsor the rally, including the ACLU of Massachusetts and local chapters of Amnesty International and the American Friends Service Committee.
| “At a critical juncture in our effort, Emily Whitfield stepped in, and with grace, intelligence, speed, experience, and skill, produced a transformative media effect. The truth was out, it was out everywhere. And while it is impossible to judge its precise impact on our ultimate success, it was unquestionably transformative; it turned a years-long challenge for us right on its head.” |
| Bradley Olson, Ph.D. and founding member, Coalition for an Ethical APA |
Over the course of the next four weeks, Emily pitched stories, wrote media advisories and news releases, and advised the rally organizers. In the days leading up to the rally, Emily also took advantage of breaking news in a Guantánamo detainee case to secure additional media attention to the issue of psychologists’ involvement in torture.
Results: Emily Whitfield Communications secured numerous high-profile media hits for the APA coalition, including:
- a front-page New York Times article on the day of the rally (and the Times “quote of the day” for one of the coalition members)
- a Boston Globe op-ed by coalition member Stephen Soldz
- a front-page New York Sun article
- a lead story on Democracy Now! with Amy Goodman
- Coverage on NPR’s All Things Considered and Talk of the Nation
- Guest appearances on WNYC’s Leonard Lopate Show
- USA Today and Boston Globe coverage of the rally
On the day of the rally, stung by the Times article, the APA issued its first official statement on its torture policy in months. APA officials and public relations staff also came out and worked the media crowd at the rally – but to no avail. One month later, APA members voted “Yes” on a referendum to remove APA psychologists from detention sites in violation of international law, and the APA policy was effectively overturned. The New York Times covered the vote in a follow-up story, as did many other news outlets.