Should PETA be allowed more airtime/billboard space?

I think that to get people's attention about any cause, it's sometimes necessary use disturbing images to shake them out of their apathy. It's a very effective way to get people's attention. There is a line, however, that has to be walked because if the images are too grotesque people will turn away from it (even if it's reality). The problem with PETA is that they make themselves difficult to take seriously with some of their publicity stunts (for instance, they currently have a campaign to rename fish "sea kittens"). They end up undermining the good work that they do by not picking their battles wisely. So, I would say that given too much air time PETA (specifically) would make themselves less effective.