Class of '86 Profile: Jane (Coyle) Ballentine: PR guru for zoos

By Jill Kasiewicz Caseria, M.A.'04

No one wants to think about a zoo crisis. How many of us could outrun a hungry lion that's escaped from its enclosed habitat?

For Jane (Coyle '86) Ballentine, anticipating and solving crises for zoos and aquariums are her daily business. As director of public affairs for the Association of Zoos and Aquariums (AZA) in Silver Springs, Md., she's on call for 210 zoo and aquarium facilities, exhibitors, farms, and circuses throughout North America, as well as for journalists and reporters who want a story.

Public relations at zoos and aquariums has changed in the 13 years she's been with AZA. "At first, no one wanted to publicize that an animal had died," she says. "Most of us were afraid the public wouldn't understand if an animal had to be euthanized. But sometimes zoos face the same life and death decision that families do when a beloved pet becomes terribly ill. Usually, the determination is based on quality of life."

Today, public relations doesn't only cover births and deaths. Just like any business, it's about strategy and planning. Currently, Ballentine is working with reporters and science writers on some of the zoos' conservation activities, such as saving the Western pond turtle in Oregon and tracking elephants in Cameroon.

There still are the rare crises that seem to get the widest publicity - the gorilla that escaped, destruction due to hurricanes or floods, the visitor who had a heart attack, the tram that broke down. This difficult news isn't easy to publicize, but it's necessary. "It's about informing - and protecting - the public first," she says.

Key to the success of any public relations work is a good communications core - as well as a crisis plan. AZA drafts announcement templates and crisis plans, and offers support throughout the process. Ballentine, who provides basic media training to members, fields 10 to 15 calls a day about particular issues, and assists them in getting press releases together in case a reporter calls.

Growing up, Ballentine loved animals and always thought working in a zoo sounded like a good idea. She preceded two siblings to Fairfield - Hugh Coyle '88 and Maryanne (Coyle '93) Andrews - and majored in English. "Now I wish I had paid more attention in biology!" she says.

Following graduation, she had a couple of positions in corporate public relations, and earned a master's degree from the University of Baltimore in publications design. In 1991, she landed a job at the Baltimore Zoo in public relations, and worked there for almost three years. While at the zoo, she made a point to walk around during lunch. She watched the prairie dogs, polar bears, the penguins, and loved seeing school children getting a kick out of the animals' antics. "Working there was a truly fun time," she says. "It's great to see how excited kids can get when a polar bear takes a flying leap into the pool."

At AZA, Ballentine works in an office building, and the only "wildlife" she sees on a regular basis is a penguin mural. But she gets to travel and meet incredible people who have dedicated themselves to conserving wildlife - experts in species such as rattlesnakes, dolphins, and mussels. "They love sharing what they've learned and what they're doing, and communicating their work with others," she says. Her son, Henry, 6, has also gotten a few cool behind-the-scenes tours of zoos and aquariums from some of the nation's top scientists.

One of those people is animal expert and zoologist Jack Hanna, host of Jack Hanna's Animal Adventures. "He is incredibly devoted to wildlife," says Ballentine, who first met Hanna when he filmed a television segment at the Baltimore Zoo, and again on the set of Good Morning America, where he is a regular contributor. Now a friend, Ballentine frequently books Hanna for AZA's annual conferences and events.

Now with the arrival of spring, Ballentine is looking forward to publicizing the country's biggest and best exhibits - new births, new displays - and welcoming visitors to another exciting season of wildlife activity.