Media coverage significantly influences public attitudes and policy on animal welfare - quality journalism that applies welfare science reaches audiences that academic papers cannot.
Welfare journalism is a force multiplier for welfare science. Research findings that remain in academic journals reach a few hundred readers; the same findings covered accurately in national media reach millions and shape consumer attitudes, political pressure, and corporate behaviour. Quality welfare journalism - accurate, evidence-based, and fair to complexity - advances welfare outcomes more than any number of academic papers. Supporting quality welfare journalism, sharing accurate welfare coverage, and engaging critically with sensationalised coverage all contribute to a better-informed public that makes better welfare decisions.