December 21, 2012

Welcome to Mark Your Territory! I’m so happy you’re here, and I look forward to sharing my weekly pet industry and PR advice, as well as inspiration, dos and don’ts, and tips you can use to apply to your own marketing strategies. My goal is to provide industry insight on how to set your company apart, share what select companies are doing to make their mark in the public, and keep you informed on what’s currently trending.

I encourage your comments, and am happy to answer your questions; please feel free to contact me directly if there’s a specific topic you’d like me to cover in a future post.

I thought I’d kick-off this new blog and welcome in the New Year with a few resolutions…


5 PR Resolutions to Keep in 2013…

  1. Make time to seriously evaluate your current image. Examine your current communications channels, ask your customers how they heard about you, monitor your reputation online, and determine which strategies are working for you… and which are not, so that you can better invest your budget and time in the future.
  2. Start a plan. As you know, nothing gets accomplished without a plan. Evaluate your marketing strengths and your weaknesses, and formulate a plan that will help you achieve your goals.
  3. Learn something new each month about public relations. Know which publications, reporters and pet industry experts are the best fit for your brand, and why. Ask yourself how often (if at all) you’ve been interviewed for a story or featured in the press. Brainstorm new ways to earn media attention for your business and how to most effectively execute those campaigns. Evaluate your social media presence and event strategies to ensure you’re capitalizing on every PR opportunity. Consider new ways to engage your staff and get them involved in your overall communications strategies.
  4. Know Your Competition. All of this self-discovery and reflection will pay off for you, but you’ve got to know what your competitors are doing and why so that you can set yourself apart and more importantly… above the rest.
  5. Call someone. You’ll go further with sound advice from someone who has already tackled these issues, and that has familiarity with the pet industry. Contact a coach or mentor, start a mastermind group, or call me directly. I’d be happy to have an honest conversion with you about your brand’s image, strengths, challenges, the nuances within the pet industry, or any other questions you have.


Wishing you a very happy and prosperous New Year,

Kerry Sutherland, [email protected]

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