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Concern for animals' well-being has always existed. Stakeholders' expectations and demands regarding the standard guidelines of corporate conducted on animal treatment are increasing. Publics are demanding organizations to show their concern for animal welfare by taking prompt actions to address the issues on hand. By imposing an organization perspective, the pressure of merging the competing forces of stakeholders and activist groups and the impact on their reputation are the challenge faced by many public relations practitioners today. By looking at the campaigns run by PETA against KFC and Burger King, The Body Shop's "humane purchasing" campaign, this article examined the strategies and possible consequences of certain public relations practices regarding the issue of animal welfare as well as the issue management context...
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