Learn how to...

Develop a compelling story!                   Get the media's attention!                Make the headlines!

Many pet care facilities are using Yellow Pages, Web sites, ads in the local paper, and even referral programs to get the word out about their pet care business. However, one of the most cost effective, but commonly overlooked marketing tools, is public relations (PR). PR allows businesses to generate awareness and drive traffic without the sizeable investments normally required for other marketing programs such as print or TV ads. With a little creativity, time - and of course - a plan to target your local media, you can use PR to get positive and impactful coverage for your pet care business.

To get started...

The first step in developing a plan for your PR efforts is to determine the media outlets that cover your target market. To what radio stations do your customers listen? Which newspapers and other publications do your potential customers subscribe to or read on a regular basis? Begin by making a list of these media outlets. Then, determine for each media outlet, where your company news or announcements would best fit. Research the editors or reporters online who would most likely cover pet care or business-related stories and compile a list with the contact's name, email address, mailing address, and phone number.

Brainstorm PR topics related to your business. From there, develop at least 12 potential topics for use in writing your press releases. This will provide you with at least one press release to distribute each month. When developing your plan, make sure that you set deadlines for when your press release is to be written and distributed. Should your business have an exciting news story or you want to make an important announcement, do not let this schedule prevent you from doing so. Go ahead and release the information about the special news story or announcement as well.

To develop a compelling story...

When writing a press release, you must ensure that what you are offering the media is noteworthy. Your press release or article has to engage the media and their audience - from which you could potentially draw customers. Simply opening a new location or adding to your staff is not particularly exciting and will struggle to break through the thousands of press releases received by the media. Instead, write your press release from the perspective of how your business or services will benefit the community. What will the reader or the community-at-large receive from doing business with you? For example, if you are announcing that you are hosting an open house at your facility, do not just provide details about the facility and the open house. Highlight that a percentage of the sales will go to a local pet charity, or that an industry expert will be on hand at the event to provide pet care related tips and answer questions.

Decide what you want consumers to know about your company and, then, write a story that will effectively communicate why your prospective customers should care.

Write in concise terms. The first paragraph should communicate the: who, what, when, where, and why. The remainder of the press release should include background or supporting information, a quote from the owner or manager of the facility, and the contact information. Reporters are often restricted by time and space constraints. By keeping your press release simple and straight to the point, you will help the reporter be more efficient in doing his/her job. The press release should serve as a teaser; and, if the reporter wants to do a more extended or feature story, he/she can contact your facility to learn more.

Make sure the press release is written in a journalistic style and not written in sales and marketing language. It should objectively - like a reporter - tell the story.

Add visual elements to your press release. Photos, charts, and anything else that can help illustrate your story can help add visibility and impact. When distributing the story to your media contacts, ensure that these are included as attachments to your email; and do not forget to mention the attachments in the body of your email message.

To get the media's attention...

There is a lot more to PR than just writing engaging press releases and distributing them on a regular basis. As a pet care business owner, it is important to dedicate time on an ongoing basis to building relationships with the media.

A couple of days after you send out a press release, follow-up with your media contacts with a phone call or an email to further pitch your story. Although you may not receive coverage your first couple attempts, as you continue to develop relationships with the media, you will be able to position yourself as a resource - especially for pet care related stories or articles - and, eventually, will receive coverage.

In addition, have a press kit ready to send to the media when they express interest in your story. Your press kit should have your company's contact information on it and include a business card, background on your company, high-quality photos, and perhaps a specification sheet of your facility.

Avoid including sales and marketing materials.

To make the headlines...

Start today! Spread the word! Build your resource list of local journalists and news media contacts. Identify at least 12 key topics on which to write. Then, tell your story, make it about your target audience, and get to the point. Without the price tag of other marketing tactics, when done right your consistent and effective PR efforts will establish credibility, increase awareness, and drive traffic to your business.

Source: The Marketing Brief Marketing Resource Centre Pet Services Journal March / April 2008