“A squirrel is just a rat with good PR.”
Or:
“A squirrel is just a rat with good publicity.”
Yes, we all know the classical saying in public relations. Buzzfeed’s Nathan W. Pyle made a comic strip out of it:
I also find the Sex and the City version amusing:
“A squirrel is just a rat with a cuter outfit.”
Perhaps I shouldn’t ruin a good joke by bringing science into the mix. But the halo effect is well-known and well-researched. Attractiveness matters in PR. 1Silfwer, J. (2023, December 17). The Halo Effect: Why Attractiveness Matters in PR. Doctor Spin | The PR Blog. https://doctorspin.net/halo-effect/
Then, we have the “domestication syndrome,” where it’s discovered that domesticated animals often undergo physical changes that make them appear more juvenile or “cuter” compared to their wild counterparts. This can include features like smaller teeth, floppy ears, shorter snouts, and more rounded faces. These traits are thought to be linked to reduced aggression and a more docile temperament, which are desirable in domesticated animals.
Squirrels aren’t domesticated, but they tend to have more juvenile features. Neoteny is the biological term referring to the retention of juvenile features in the adult animal.
The Russian Silver Fox experiment is a famous example of domestication affecting appearance and behaviour. In this long-term study, foxes were selectively bred for tameness. Over generations, these foxes became more docile and began to show physical changes like floppy ears, curly tails, and changes in fur colour, which are traits not typically seen in their wild counterparts. 2Trut, L. N. (1999). Early Canid Domestication: The Farm-Fox Experiment. American Scientist, 87(2), 160 – 169. https://www.jstor.org/stable/27857811
Ergo: Squirrels are much more liked than rats. From a public relations perspective, how you’re being perceived matters.
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PR Resource: Good PR vs Bad PR
Good PR vs Bad PR
In public relations, saying the right things will not be enough if you do the wrong things.
Doing the wrong things + saying the wrong things = bad PR
Doing the wrong things + saying the right things = bad PR
Doing the right things + saying the wrong things = bad PR
Doing the right things + saying the right things = good PR
Learn more: Good PR vs Bad PR
Annotations
| 1 | Silfwer, J. (2023, December 17). The Halo Effect: Why Attractiveness Matters in PR. Doctor Spin | The PR Blog. https://doctorspin.net/halo-effect/ |
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| 2 | Trut, L. N. (1999). Early Canid Domestication: The Farm-Fox Experiment. American Scientist, 87(2), 160 – 169. https://www.jstor.org/stable/27857811 |
