To get press for your pet brand, focus on telling authentic stories that create an emotional connection with your audience. Build genuine relationships with media contacts and pet influencers. Leverage user-generated content and create shareable social media campaigns. Don't forget to track your ROI to see which channels are driving sales.
Your pet brand is more than just a business; it's a passion project. You pour your heart and soul into creating products that you know pets and their parents will love. But in a crowded market, how do you get noticed? You've tried running ads, posting on social media, and maybe even dabbled in email marketing. But what if there was a way to get your brand in front of thousands, or even millions, of potential customers without spending a fortune on advertising?
That's where public relations (PR) and press come in. In this guide, we'll walk you through the essential steps to building a powerful PR strategy for your pet brand. We'll cover everything from crafting a compelling story to building relationships with the media and measuring the return on your investment (ROI).
In the pet industry, a good story is everything. Pet parents are passionate about their furry, feathered, or scaled family members, and they connect with brands that share their values. Your brand's story is what will set you apart from the competition and create a loyal following.
**What's Your Why?**
Before you can tell your story, you need to know what it is. Ask yourself:
Your answers to these questions are the foundation of your brand's story. For example, maybe you started your company because you couldn't find healthy, all-natural treats for your own dog. That's a relatable story that will resonate with other pet parents.
**Real-World Example: Purina's Felix Campaign**
Purina's Felix the Cat campaign is a great example of creative storytelling. They challenged cat owners to see the world from their cat's perspective by creating a game where people had to figure out how to push a high-up button on a bus stop to get a free packet of cat food. This playful and interactive campaign created a memorable experience that got people talking about the brand.
Getting your pet brand featured in magazines, on TV, or in popular blogs can be a game-changer. But how do you get the attention of busy journalists and editors? It all comes down to building genuine relationships.
**Do Your Homework**
Before you reach out to a journalist, take the time to research their work. Read their articles, watch their segments, and get a feel for their style and the topics they cover. This will help you tailor your pitch and show that you've done your homework.
**Craft a Compelling Pitch**
Your pitch should be concise, engaging, and to the point. Start with a catchy subject line and then quickly explain why your story is a good fit for their audience. Remember to include a link to your media kit, which should contain high-quality photos, your brand story, and any other relevant information.
**Follow Up, But Don't Be a Pest**
Journalists are busy, so it's okay to follow up if you don't hear back right away. A gentle reminder a week or two after your initial email is appropriate. But don't overdo it. If you don't get a response after a couple of follow-ups, it's time to move on.
Social media is a powerful tool for pet brands, and it's an essential part of any modern PR strategy. It's where you can connect directly with your audience, build a community, and create buzz around your brand.
**Encourage User-Generated Content (UGC)**
Your customers are your best advocates. Encourage them to share photos and videos of their pets using your products. You can do this by running contests, creating a branded hashtag, or simply by featuring customer photos on your own social media channels. UGC is authentic, trustworthy, and it's a great way to generate a ton of content without a lot of effort.
**Real-World Example: PetSmart's #PetSmartParty**
PetSmart's #PetSmartParty campaign on TikTok is a perfect example of how to leverage UGC. They tapped into the massive appeal of user-generated content by encouraging pet parents to throw whimsical parties for their pets and share the videos on TikTok. The campaign generated over 12 billion views, showcasing the power of authentic, lighthearted content.
**Collaborate with Pet Influencers**
Pet influencers are a big deal. These are pets with large social media followings, and their endorsements can be incredibly valuable. When choosing an influencer to work with, look for someone whose audience aligns with your target market and whose values align with your brand. Authenticity is key, so look for influencers who genuinely love your products.
So, you've launched your PR campaign, and you're getting some great press. But how do you know if it's actually working? Measuring the ROI of your PR efforts is crucial to understanding what's working and what's not.
**Key Metrics to Track**
While it can be tricky to tie PR directly to sales, there are several key metrics you can track to measure your success:
**1. How much does pet PR cost?**
The cost of PR can vary widely. You can do it yourself for free, or you can hire a PR agency, which can cost anywhere from a few thousand to tens of thousands of dollars per month. The right option for you will depend on your budget and your goals.
**2. How do I find the right journalists to contact?**
Start by looking at the publications you want to be featured in. See who's writing about pet products and then look for their contact information online. You can also use a media database like Cision or Muck Rack to find journalists who cover the pet industry.
**3. What should I include in my media kit?**
Your media kit should include your brand story, high-quality photos of your products, your logo, and any other relevant information, such as press mentions or awards.
**4. How do I measure the ROI of my PR efforts?**
As we discussed, it can be tricky to tie PR directly to sales. However, you can track metrics like website traffic, social media engagement, and brand mentions to get a sense of your campaign's impact. For a more accurate picture of how your PR efforts are affecting your bottom line, consider using a marketing attribution tool like Causality Engine.
**5. How long does it take to see results from PR?**
PR is a long-term strategy. It can take several months to start seeing results, so it's important to be patient and persistent. Keep building relationships, telling your story, and creating great content, and eventually, you'll start to see the payoff.
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