The ASPCA is a leading animal-welfare organization. What are its media goals?
Alison Zaccone: Our main goal is to be a primary resource for the media so we can spread awareness about animal welfare and cruelty issues. One of our focuses this year was on reaching out to reporters for our Meet Your Match family of pet adoption programs.
USA Today is a high profile outlet, but what made it a good target for this campaign? How did you pitch reporter ...