Global Pet Expo Publicity, Promotion and Public Relations: The News Media is a Gold Rush

As you explore the latest pet product innovations at Global Pet Expo, you’ve likely noticed the thought leadership presentations on the trade show floor, but have you ever stopped to attend one? This year, you have the chance to discover why public relations and the pet product industry are liquid gold. It will be the best 20 minutes of publicity, promotion and public relations.

Public relations is often misunderstood as merely securing a brief mention in a local newspaper or a thirty-second slot on a city’s evening newscast. While those are certainly outcomes of a successful campaign, true PR is a strategic engine that drives brand authority, consumer trust, and long-term viability. For those in the pet industry — whether you are a burgeoning pet tech startup, a boutique manufacturer of organic treats, or a major brick-and-mortar retailer — the news media represents a literal “gold rush.”

In an increasingly crowded marketplace, the difference between a brand that survives and a brand that thrives is often its ability to harness the power of the press. Why? Because the media offers something that paid advertising never can: third-party validation. When a journalist covers your story, they are essentially providing a stamp of credibility that tells your audience you are a leader in the field. For pet brands and retailers, this is the ultimate competitive advantage. By learning to navigate the news cycle, you aren’t just selling a product; you are building a reputation that resonates across magazines, websites, and the digital newsletters that land in the inboxes of your most loyal customers.

Before we dive into the “how-to,” we must address the “why.” If you are a pet brand, the media is your megaphone to reach a global audience of pet parents who are hungry for innovation. If you are a retailer, the media is your tool to establish your store as a community hub—a place where expertise and passion meet commerce.

In today’s multi-channel environment, your story doesn’t just live in one place. A well-placed feature in a trade magazine like Pet Age often finds a second life on a high-traffic website and a third life in a curated industry newsletter. This cross-pollination ensures that your brand stays top-of-mind for both the B2B partners you want to impress and the B2C customers you want to serve. The news media isn’t just a platform; it is a gateway to the entire pet ecosystem.

To lead the narrative, you must first understand what constitutes “news” in the eyes of a producer or editor. News organizations are under constant siege. On any given day, an editor’s inbox is flooded with hundreds of story pitches via email, social media, and phone calls. Because of this sheer volume, many phenomenal stories are overlooked simply because they weren’t framed correctly.

To stand out, your story must meet specific, non-negotiable criteria. It shouldn’t just be “good”—it should be interesting, new, trendy, unusual, or contrarian. Journalists are looking for specific hooks that will stop a reader from scrolling or prevent a viewer from changing the channel.

What Journalists Look For:

• Newness: This is the most basic requirement. Is it a groundbreaking medical treatment? A novel way to manage local animal populations? If it’s been done before, it’s history, not news.
• Trends: Does your story align with the latest cultural crazes? For example, if “pet-friendly travel” is trending, a retailer offering “travel-ready” gear kits has a perfect news hook.
• The Unusual: Events that are out of the ordinary catch the eye. Think of the classic headline: “Dog bites man” isn’t news, but “Man bites dog” is. A moose wandering into a grocery store is unusual; a golden retriever winning a surfing competition is unusual.
• Emotional Impact: This is the “secret sauce” of the pet industry. Anything that arouses strong emotions—particularly positive stories involving animals or children—is highly likely to be picked up.

The way you pitch a story will either get it into the paper or kill it on arrival. Pitching is an art form that can be mastered with the right approach.

• The Subject Line: Your Five Second Audition

The subject line of your email is the most important sentence you will write. It must be “clicky” without being “clickbait.” Instead of “New Product Announcement,” try “How a Local Startup is Solving the Pet Obesity Crisis.”

• The Inverted Pyramid

Journalists use the “inverted pyramid” style of writing. Put the most important information (who, what, where, when, why) in the first paragraph. If the journalist stops reading after the first three sentences, they should still have the gist of the story.

• Multimedia is Non-Negotiable

In the digital age, a story without a photo or video is a story that doesn’t exist. Provide high-resolution images, B-roll footage, and perhaps even a short “explainer” clip. The easier you make it for the journalist to build their story, the more likely they are to use yours.

The most successful pet professionals are those who stop watching the action from the sidelines and start leading it. They don’t wait for the media to call them; they position themselves as “go-to” sources. If a reporter needs a quote about a new pet safety law, they should be calling you. If a news station needs a backdrop for a segment on “National Puppy Day,” they should be filming at your retail location.

How do you transition from a “company” to a “source”? It’s about relationship building.

1. Research: Find the reporters who specifically cover the “lifestyle” or “business” beats in your area or industry.
2. Follow and Engage: Don’t just pitch them; follow their work. Comment on their articles (genuinely) and share their stories on social media.
3. Offer Value Without a Pitch: Sometimes, send a note saying, “I saw your story on X; if you ever need an expert opinion on Y, I’m happy to help.” This builds a bridge of trust. When you eventually do have a big announcement, they are much more likely to open your email because they recognize your name as a helpful professional, not just another solicitor.

The pet industry is unique because it is fueled by emotion, innovation, and an unbreakable bond between species. This makes it a gold mine for media coverage. By understanding the news cycle, mastering the power pitch, and positioning yourself as a credible source, you can command the kind of PR that transforms a business.

The airwaves are waiting for a heartwarming rescue story, the magazines are looking for the next big trend, and the newsletters are seeking the “unusual” to delight their readers. The question is: Will it be your story they tell?

Mary Tan is the founder and chief storyteller of Whisker Media, a pet public relations firm focused on the pet industry. She is an award-winning former broadcast journalist who lives in Minnesota with three cats and a Mexican rescue pup named Freddie. Come see Mary Tan during Global Pet Expo on March 25 on the Glonal Petfluence Studio.