PETA is no more representative of the animal rights movement (better called the anti-cruelty to animal movement) than Pat Robertson is representative of the conservative movement.
In both cases it's the media that unduly focuses on extremists to raise the temperature of their consumers. That is what sells newspapers and attracts viewers.
So can you name a couple of organizations that are truly representative of what you call the animal rights movement? What are their goals and principles?
It may have been impolitic for Robertson to say what he said, but he was correct about Chavez.
Newkirk OTOH has been a wingnut for a very long time. 'Pod.