In recent years and continuing today, the crocodilian skin industry has been the target of Animal Rights Activists whose mission is to stop the sustainable use of crocodilians and other reptiles throughout the world. This issue is at the forefront of the industry today and little has been done to fully understand consumer and public opinion relative to sustainable use of crocodilians. Further there is a critical need for industry stakeholders to assess industry risks and vulnerabilities and develop crisis management plans, on target messaging to directed audiences and proactive media strategies to combat industry criticism by Animal Rights Activists.  We propose this research project to be conducted by the a U.S. based company, Responsive Management, who has 28 years of continuous research on natural resource issues including  sustainable use, hunting, animal rights, animal welfare, and targeted message development through public opinion research.