PR TIP: PROMOTE YOUR INNOVATION AS ANIMAL-FRIENDLY

We read on the new innovation, synthetic surfaces for horse racing. They are combinations of materials including shredded fibers and chopped plastics coated by wax. First in the UK, then in the United States and Australia they are replacing traditional dirt racing surfaces.
The most important reason is safety, both of the rider and of the horse. Smoother surfaces cause less physical stress on horses.
When horses suffer major injuries in front of large crowds, it makes very negative impression. So providing better conditions for horses is a positive public relations move.

So the PR tip is: Wish to make the public think your innovation is good? Promote it as animal-friendly.