What?
Regardless of intent, the attitudes and
behaviors of any member of an organization serve to advertise the mission and
values of the organization as a whole.
Volunteers are no exception to these perceptions and should be made
aware of the importance of their behavior in the promotion of public trust and confidence. The internet and various other media outlets
are playing an increasing role in trust and confidence levels and all
organizations should include media inquires and personal social media accounts
in their policies and procedures manuals or handbooks.
So What?
The behaviors of paid and non-paid staff
are oftentimes the only source for which the public has to determine an
organization’s level of trust. A loss in
trust can result in lack of consideration for grants or funding, inability to
attract donors, inability to entice competent paid or non-paid staff, and the
inability to develop interest in partnerships with other organizations. Perceptions leading to a loss of trust
include appearance of volunteers, improper screening and selection of
volunteers, incompetent volunteers, and unruly volunteers (Tremper &
Kostlin, 1993). The Volunteer
Management Handbook provides an extensive list of risk management tips
which includes a situationally specific dress policy, recruiting and screening
advice, training and evaluation procedures, and performance management suggestions
(Connors, 2012). Tremper and Kostlin
continue with precautions regarding unsanctioned press contact. The authors remind organizations that simply
providing volunteers with the names of official spokespersons can minimize unintentional
escalations of seemingly benign situations (1993). Large organizations frequently employ many
such officials and will provide lists of media
contacts by department such as this one.
Tremper and Kostlin also suggest providing prepared statements should
the media spokesman be unavailable; these statements can be posted in easily
accessible communal areas or even laminated and carried around with volunteer
identification for easy referral (1993).
Now What?
Any organization utilizing the services
of volunteers will always be under their client’s and other members of the
public’s watchful eye. Zoological
institutions are no different and are constantly revising procedures and
policies to ensure honesty and transparency.
Every facility where I have worked has had a dress code for staff and
volunteers alike. This dress code not
only delineates who is a member of the organization, but also serves to inform
guests of who is authorized to enter restricted areas and to what level they
may be interacting with the animals or guests.
Through proper recruiting, training, and review of feedback, we ensure a
high caliber level of compassion for the animals in our care. Demonstrating this compassion by following
established policies and procedures to guests is thereby maintained without
conscious decisions to do so.
Unfortunately, there are many individuals with preconceived notions of
zoos and zookeepers that do not align with our goals. Easy access to media outlets, especially
through social media, facilitate the rapid dissemination of these ideas. By following reminders of various best
management practices of seemingly innocuous actions, including posting
photos to personal or organizational media accounts, to both paid and non-paid
staff alike, we can help to promote better understanding for everyone.
References:
Tremper, C., & Kostlin, G. (1993). Public Relations
Issues in Volunteer Programs. In No surprises: Controlling risks in
volunteer programs (Ch 6). Nonprofit Risk Management Center. https://canvas.vt.edu/courses/131776/pages/assigned-readings-5?module_item_id=1393714
Connors, T. D. (Ed.). (2012). The volunteer management
handbook: Leadership strategies for success (2nd ed). Wiley.
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